AI Regulation Is Real and Growing

The EU AI Act — the world's most comprehensive AI regulation — became fully enforceable in 2025. It classifies AI systems by risk level and imposes specific obligations on high-risk applications. Marketing AI applications — including automated decision-making, synthetic content generation, and profiling — fall within its scope.

What Gulf Marketers Need to Know

  • UAE and Saudi AI governance frameworks are in development — monitor TDRA and SDAIA guidance for regional compliance requirements
  • AI-generated content labeling requirements are expanding — plan for mandatory disclosure infrastructure
  • Automated ad targeting using sensitive personal data requires explicit consent under emerging frameworks
  • AI systems that make consequential decisions about customers (credit, pricing, access) face the highest regulatory scrutiny