Companies today are finding ways to be more efficient and replace the timely, complex human-based tasks with technology. Innovative technology, like artificial intelligence (AI), streamlines challenging processes many companies face while learning how to identify their consumers and how they behave. The deployment of AI creates a balancing act between privacy and the protection of the consumers’ personal information. 

Marketers heavily rely on the analysis of email, social media, and other web interactions for data-driven decisions. AI lets you do this in an agile way to optimize performance and increase return on investment (ROI). The more data you have, the more you can synthesize it to deliver the right message to consumers at the right time.

However, that data is largely handled through an algorithm that studies patterns. Companies leverage these patterns to boost productivity, streamline processes, gain deeper analysis on prospects and customers, and understand how to better engage with consumers.

While AI is useful for companies, it raises ethical questions for consumers and their privacy rights in regard to their personal information. Ultimately, AI places greater responsibility on the company to respect consumers’ privacy and safeguard their personal information . 

Protecting the Consumer 

Massive amounts of data are being processed to automate and analyze various business functions, quickly giving greater insights and scaling efficiency. This type of machine learning technology can replace the human cognitive need to rule out all possible outcomes and make decisions. 

While AI provides many benefits, the use of AI raises questions about how companies ethically use people’s personal information. Data protection laws aim to ensure that organizations collect and process personal information lawfully while implementing privacy and security safeguards. These laws also give consumers greater control over the use of their personal information by exercising certain rights, such as the right to deletion or erasure or to correct. 

Privacy and data protection laws, such as the GDPR, CCPA, help ensure consumer protections in this technologically advanced world. For example, these laws typically set forth the following rules

  • Companies must be transparent and disclose the personal information they are collecting, and how they are using and processing it. 
  • Companies should have lawful bases or grounds for collecting and using personal information.
  • Consumers have the right to exercise opt-in and opt-out of the use of their personal information.
  • Consumers have the right to delete their personal information upon request.
  • Companies should implement privacy by design to ensure comprehensive privacy protections.

Leveraging AI and staying compliant with data protection laws benefits both the companies and the consumers. Personal information remains protected and companies can deliver customized or personalized experiences to consumers.

Managing Personalized Experiences in a Privacy Centric World 

Global privacy laws change how companies must process personal information. Not only do the laws govern how companies collect personal information, but also how the companies use that information. On the other hand, most consumer experience processes ignore data generated through digital interactions that could create a more individualized interaction.

 But how can your business demonstrate compliance while also leveraging data from AI? That’s where a consent and preference management solution comes into play.  

You can integrate compliance technology across your entire tech stack to:

  • Drive better results with experiences that collect consent
  • Sync preferences across various platforms
  • Show transparency about how you collect and use data
  • Build trust by interacting with consumers on their terms
  • Analyze the necessary data to increase ROI

 With the right technological tools, marketers can convert prospects into loyal customers. AI technology can be highly beneficial if used right. Analytics from marketing channels are vital to achieving better results. Learning how to more intuitively interact with your consumers lets you meet their needs and those of your brand, while also building a long-lasting relationship. 

Conclusion: Leverage AI While Complying with Data Protection Laws 

In this digitized world, companies can comply with data protection laws when using AI technology to gain insights from consumers’ personal information, and still establish trust and loyalty with consumers. Analyzing and using consumer data in a lawful, fair, and transparent manner increases consumer trust and strengthens your organization’s privacy program. 

Learn more how OneTrust can help your organization comply with data protection laws.