“Without big data, you are blind and deaf and in the middle of a freeway.” – Geoffrey Moore

Data is (and always has been) key to the work of communications and marketing professionals, as it allows them to understand, engage with, and directly contact their customers. With the growing use of artificial intelligence (AI) by professionals, organisations need to proactively address privacy risks to maintain trust and compliance.  

It is important to establish clear policies around how data is used, and to regularly audit these. Some uses and considerations include data handling, obtaining consent and ongoing data management.  

Organisations risk reputational damage, legal issues, and loss of confidence if they do not appropriately manage and protect data.  

Strong data governance mitigates risks while fostering transparency and accountability. 

Ethical AI data handling 

Before using AI in workflows, businesses need to ensure they have permission to share data with external sources. This includes: 

• Collecting, storing, and processing data ethically 

• Regularly updating privacy policies 

• Complying with industry regulations 

Using public AI models comes with risks, as any content you share may be accessible to other users. It is recommended to avoid entering private information into free, publicly available AI tools. Clear policies on AI usage and data sharing within organisations can help prevent potential breaches.

Transparency and consent in AI usage 

A 2024 survey revealed 78% of respondents said their organisations use AI in at least one business function, highlighting the wide use of AI. So, this raises the question of ‘should organisations disclose their AI use to customers’.  

It is almost expected now that everyone is using AI to support them with their work – it is also being embedded into software and platforms such as Canva, Outlook and Google.  

As long as sensitive information such as names, emails, phone numbers, or financial numbers aren’t entered into AI platforms, then these tools can be safely used to help enhance work – not create work.  

The Shift to Zero-Party Data 

As privacy regulations tighten, businesses should move towards zero-party data, where customers voluntarily share information through surveys or preference settings.  

Zero-party data can support organisations in: 

• Strengthening customer relationships 

• Improving personalised marketing 

• Enhancing data accuracy  

Investing in direct customer engagement fosters brand loyalty, while ensuring privacy compliance, and will set your organisation up for success regardless of changing tools and policies. AI is only as smart as the data it’s given, so ensuring you have the correct information about your customers is critical. 

The road ahead: Responsible AI and data management 

AI-driven strategies offer significant potential, but responsible data management is crucial. By prioritising data privacy, obtaining proper consent, and shifting to ethical data collection methods, organisations can harness AI while maintaining customer trust and regulatory compliance. 

Proactive data governance today will ensure organisations remain competitive and trusted in the evolving AI landscape.