The Year of AI: New Rules Coming Soon

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Remember the purple cow Seth Godin talked about? Find your Purple Cow.

Content marketing is still at the center of communication strategies and can become a fundamental lever for building customer loyalty. But we will return to this with a dedicated article (subscribe to the newsletter so you don't miss it).


A valid ally in the creation of quality content is certainly generative AI.

However, it is important to remember that it is only a tool: critical thinking must be yours! Although AI can speed up some processes, such as the creation of content and graphics, the results obtained are not always precise or aligned with our communication style. For this reason, it is essential to always check the sources and review the texts to adapt them to your brand.

Furthermore, new rules governing the use of AI have recently been chinese thailand phone number list introduced. On 1 August 2024, the AI ​​ACT was approved, the European law that will become effective from 2 February 2025.

This law constrains the use of AI with the aim of ensuring greater security and privacy protection.

First, the different AI-based systems will have to be classified as “ prohibited” , “ high risk”, “low risk” or as “ General Purpose” . In detail:

Prohibited systems: These are AI systems that are considered dangerous to society or fundamental rights. For example, systems that subliminally manipulate human behavior or use large-scale social scoring techniques.
High-risk systems: These are those that can have a significant impact on security, such as systems used in healthcare, justice, or critical infrastructure. These systems will be subject to very stringent requirements, such as compliance assessment, transparency, and human oversight.
Low-risk systems: These are those that present limited risk to individuals or society. For these systems, the rules will be less stringent.
General Purpose AI Systems (GPAI): These are highly versatile AI systems, such as the large language models (LLM) on which ChatGPT is based, that can be adapted to different applications. The AI ​​Act provides specific rules for GPAIs, in order to ensure their safety and reliability.
The banned systems will be gradually eliminated from the European market, while the other categories will be subject to different restrictions and obligations, depending on the level of risk.

For marketers , these new rules could have a more or less significant impact. In fact, each company will have to demonstrate greater transparency regarding the use of AI and guarantee the security of its systems, in order to contribute to a safer digital future.