Contents
What?
This article outlines how to prepare online portals and influencer-based marketing campaigns in the context of the implementation of the AI Act. You'll learn what steps online stores should take to effectively adapt their strategy to the new regulatory environment and leverage its potential in the e-commerce context.
Why?
The AI Act, as a new regulation, has the potential to change the rules of the internet marketing game. Understanding the new guidelines and preparing appropriate actions will help avoid legal problems and maximize the opportunities that open up for online stores with the proper implementation of AI in their sales strategy.
For whom?
This text is aimed at online store owners, e-commerce managers, and those responsible for marketing and online sales development. It will also be useful for those who work directly with influencers or optimize sales portals in line with new regulations and technological standards.
Background to the topic.
In the face of dynamic technological and regulatory changes, online stores must address new challenges. The AI Act aims to regulate the use of artificial intelligence, forcing businesses to rethink how best to integrate AI into existing marketing strategies. Competition is growing, and changing regulations require rapid adaptation and effective implementation of appropriate technologies and strategies.
Due to the upcoming legal changes brought about by the AI Act, online store owners face the challenge of preparing their portals and marketing campaigns for the new regulations. Preparing a marketing campaign for the AI Act not only requires adapting activities to legal requirements but also provides an opportunity to increase the effectiveness of artificial intelligence in e-commerce strategies.
Adapting your e-commerce portal to AI Act requirements: key steps
It's a good idea to start preparations by examining where your online store uses artificial intelligence. The audit should cover not only chatbots and product description generation, but also the creation of graphics, videos, newsletters, advertisements, and automated content publishing. This will allow your company to determine which processes require additional oversight and which are merely ancillary.
The biggest mistake would be to assume that simply including general information about AI use in a website's terms and conditions is sufficient. Obligations depend on how the technology is used, the type of content, and whether the recipient might consider the synthetic content authentic.
Most important preparatory activities:
- compiling a list of AI tools used,
- describing the purpose of each system,
- designation of persons responsible for handling and controlling the results,
- determining which content requires human approval,
- preparation of rules for marking synthetic materials,
- adding information on the use of AI in chatbots and virtual assistants,
- checking contracts with technology suppliers.
Not all AI-assisted content will require visible labeling. However, realistic images, voices, and videos that the viewer might perceive as real require special attention. It's also important to distinguish between standard proofreading and significant generation or transformation of material.
| AI Application | Attention level | Recommended action |
|---|---|---|
| Linguistic proofreading of the text | Short | Standard editorial control |
| Generating a product description | Mediocre | Checking parameters, price and compliance with the offer |
| Customer service chatbot | Mediocre | Information that the user is talking to AI |
| Synthetic voice or image | Elevated | Assessment of the obligation to mark the material |
| Automatic publication | Elevated | Employee approval prior to publication |
Influencer Marketing Strategy and the AI Act: What Do the New Regulations Change?
A brand should understand how an influencer is using AI during campaign implementation. Improving audio quality or generating subtitles has a different meaning than creating a fictional statement, changing a face, or creating a synthetic voice for the creator.
The most important factor will be whether the recipient might confuse the generated material with a real recording. If AI creates a statement that the influencer never recorded, the company should carefully evaluate the presentation and labeling of the post.
What is worth settling before starting cooperation?
- what AI tools can be used,
- is it possible to synthetically change the voice or image of the creator,
- which elements of the campaign must be reported to the brand in advance,
- who approves the final version of the publication,
- who is responsible for placing the required markings,
- how long the approved version of the material is kept.
The AI disclosure does not replace the commercial nature of the content. Sponsored content should still be clearly identified as an advertisement, paid collaboration, or sponsored content. These are two distinct statements: one explaining how the content was created, and the other informing about the commercial relationship between the creator and the advertiser.
How does automation affect AI Act and online store marketing?
Automation can significantly speed up the preparation of descriptions, ads, emails, and social media posts. At the same time, it increases the risk of incorrect information being published across multiple channels very quickly.
The biggest problem arises when the system creates, approves, and publishes content without human involvement. In this model, incorrect pricing, incorrect product parameters, or synthetic graphics can be delivered directly to customers.
Safer process:
Content generation → data validation → markup evaluation → approval → publication → post-publication review
What needs to be verified?
- product parameters and availability,
- prices and terms of promotion,
- compliance of the content with the actual offer,
- sources of information used,
- rights to photos, videos and voice recordings,
- correctness of information about the use of AI,
- whether the publication may not mislead the recipient.
It's also worth checking whether your CMS, advertising platform, or social media platform is removing any technical markings stored in generated files. Proper preparation alone isn't enough if information about its origin is lost during compression or format conversion.
Marketing campaigns on AI Act: a practical implementation example
An online store is preparing a campaign with an influencer promoting a new product collection. Artificial intelligence creates the background of the recording, helps prepare the script, and generates a foreign-language version of the creator's voice.
Before production begins, the brand should determine which elements will be authentic and which will be created using AI. This avoids situations where the labeling of the material is determined only on the day of publication.
| Stage | Action | Person responsible |
|---|---|---|
| Planning | Determining the scope of AI use | Brand and agency |
| Production | Documenting generated items | Influencer or studio |
| Control | Assessing whether the material looks like an authentic recording | Brand and approver |
| Designation | Adding information about AI and advertising nature | Creator and agency |
| Archiving | Maintaining the approved version of the publication | Mark |
This approach allows you to leverage the power of artificial intelligence without losing control over how your campaign is presented. It also allows your company to more easily establish accountability if audience questions or concerns arise after publication.
Building an advanced content marketing strategy in the context of AI Act
A content marketing strategy should consider not only the publication's subject matter and distribution channels, but also the way the materials are created. It will be helpful to divide the content by risk level.
Low risk
This group includes proofreading, text shortening, note organizing, and creating draft headlines. AI supports the employee but does not assume responsibility for the content of the publication.
Medium risk
Product descriptions, how-to articles, newsletters, and sales communications require fact-checking and accuracy. An inaccurate description can directly impact a customer's purchasing decision.
Increased risk
This category includes realistic videos, synthetic voices, generated speech, and content related to health, finance, safety, or other important public issues. Such content should undergo more rigorous editorial review.
The company should also define who can use AI, what data can be entered into external tools, and who is responsible for final publication. A short internal manual will be useful to standardize procedures across the entire organization.
Search Engine Visibility and the AI Act: What You Need to Know
The AI Act doesn't mean that every text created with the help of artificial intelligence must receive a visible mark. Search engines still prioritize quality, usability, credibility, and relevance to user needs.
Automatically prepared material should be reviewed as thoroughly as text written by an employee. Mass publication of similar descriptions can lead to repetition, errors, and a reduction in the value of the entire portal.
What can harm visibility?
- mass publishing of almost identical descriptions,
- duplicating incorrect or outdated information,
- lack of control over product parameters,
- creating content without practical value for the user,
- publishing texts that do not match the search intent,
- presenting synthetic materials as authentic.
AI can speed up content creation, but it shouldn't replace product knowledge and editorial control. Transparent communication about synthetic materials can, however, foster customer trust and increase brand credibility.
How to integrate AI Act into your store's long-term strategy?
Adapting to new rules shouldn't end with a one-time audit. AI tools and the ways they're used are changing rapidly, so procedures should be regularly updated.
In practice, it is worth checking every few months whether employees have started using new generators, applications or automations that have not yet been included in the company policies.
| Area | What should you prepare? | How often to check? |
|---|---|---|
| Tools | Current AI systems registry | With each new implementation |
| Responsibility | Content and campaign approvers | After changes in the team |
| Partners | Rules for cooperation with agencies and influencers | When signing contracts |
| Content | Material inspection and labeling procedures | Periodically and after changes in regulations |
| Incidents | Procedure for correcting or deleting erroneous publications | After each problem detected |
If a problem is detected, the company should be able to quickly stop the campaign, correct the labeling, remove the material, and determine the cause of the error. It's also important to record the findings to prevent a similar situation from recurring in future publications.
Clear rules for the use of AI can not only reduce legal risk, but also improve marketing organization, content quality and cooperation between the online store, the agency and creators.
Implementing the changes required by the AI Act can be a complex process, but it's a crucial step that will not only protect your store from potential legal sanctions but also improve marketing efficiency. Working with a content marketing agency swiatcyfrowy.pl can be invaluable in streamlining and optimizing your marketing efforts. This will ensure your store not only meets the new legal requirements but also maximizes the potential of proper content management.
You can find more about how content marketing can help you adapt your campaigns to the AI Act in our content marketing.
