AI compliance marketing agent. Prompt & Response webcast

In the first episode of Prompt & Response, Piotr Mechiński (Data & GenAI Manager EEMEA, Inetum Poland) talks with Beata Baranowska (Head of Marketing) and Wiktor Zdzienicki (AI Data Expert) about the promises and pitfalls of AI in marketing. They share thoughts on how AI agents are already reshaping campaigns, where the biggest opportunities lie, and what marketers should be cautious about. The episode also features a live demo of Inetum’s Marketing Compliance Agent.

Prompt & Response – episode 1 – AI compliance marketing agent

How can AI help marketing teams speed up campaigns while staying compliant with brand rules and regulations?
In the first episode of Prompt & Response Inetum experts discuss the benefits, frustrations, and future of AI agents in marketing.

The reality check

The discussion opens with a striking statistic: according to McKinsey, 78% of companies already use AI in at least one business function. At the same time, MIT notes that 78% do not have AI-ready data. The paradox? Everyone wants AI agents in marketing and customer service, yet many organizations lack the foundations to use them effectively.

Leaders like Unilever are already reaping rewards – reinventing product shoots with AI, accelerating campaigns, and halving costs. But speed introduces new risks. That’s why the webcast explores how to make AI both fast and compliant.

How marketers use AI today

Beata recalls her early years in marketing, when almost every asset, texts, graphics, campaign materials, was created manually. Now, more than 40% of marketers use AI for content creation (HubSpot), and her own team relies on it daily.

AI tools are used to spark campaign ideas, generate quick drafts, and personalize messages. The biggest benefit so far? Time-saving. With tools like Contadu, Beata can create SEO-compliant texts in seconds, spending more time on reviewing and polishing rather than starting from scratch.

The promise of personalization

Asked about the future potential of AI, Beata points to personalization at scale. Marketing teams constantly struggle to reach the right audience with the right content while staying compliant with GDPR. AI marketing agents could enable true “segment of one” campaigns – messages so precise that they feel crafted for each individual.

She also highlights onboarding as a less obvious but valuable use case. New employees often need months to learn brand tone and guidelines. AI assistants could speed this up by helping them create compliant, on-brand assets from day one.

AI in marketing: the frustrations

Despite the promise, Beata admits that AI isn’t perfect. Generated content often feels repetitive or generic. As an experienced marketer, she can instantly spot “AI-written” text. That creates a challenge: ensuring quality and adding the “human touch” to prevent campaigns from sounding artificial.

Wiktor, who is seeing this aspect from technical perspective, agrees, adding that the flood of AI-generated content risks lowering the overall quality of the web. Future models trained on today’s AI outputs may end up amplifying biases or losing natural human voice. “If you use it wisely, it’s powerful,” he says, “but blind automation could backfire.”

What the ideal AI assistant should look like

Asked about her dream AI assistant, Beata imagines one tool combining several key features:

• content creation that doesn’t sound robotic
• personalization based on customer data
• brand alignment across tone and messaging

All merged in one AI system that supports marketers instead of overwhelming them.

Why adoption is accelerating

Why AI is being adopted so rapidly in marketing? First, as Wiktor explains, companies are sitting on mountains of customer data, and expectations for personalization are higher than ever. Second, the rise of large language models after 2022 democratized access to AI. For the first time, non-technical staff could use AI tools directly.

Early outputs were generic, but as marketers learned the importance of context and better prompting, results improved. Multimodality: text, image, audio, video, further expanded possibilities. Creating a full ad campaign with just a few prompts is now a reality.

Finally, both executives and customers are driving adoption. CEOs demand that marketing teams “use AI,” and customers expect smarter, more relevant offers.

Data and compliance: the hard truths

“Garbage in, garbage out,” Wiktor warns. Without clean, unified data, AI models will deliver poor results. Many organizations struggle because customer data is scattered across systems, duplicated, or protected under GDPR.

Compliance is the second key risk. Marketers must align with brand rules, internal guidelines, and external regulations like the EU AI Act. Bias in AI models is another concern – sometimes producing offensive or misleading outputs. For now, human-in-the-loop review remains essential before campaigns go live.

Use cases beyond text generation

AI in marketing is evolving beyond simple copywriting. Here are some examples shared by Wiktor:

• product descriptions at scale – transforming technical specs into customer-friendly narratives
• voice of the customer – analyzing reviews, sentiment, and employee feedback at scale using natural language
• campaign optimization – future agents could select channels, monitor budgets, bid on ads, and even generate performance reports

The live demo: Marketing Compliance Agent

The centerpiece of the episode was a demo of Inetum’s Marketing Compliance Agent.

Here’s how it works:

1. targeting agent filters the right customers from databases
2. marketing agent generates personalized notes from a single product brief
3. compliance agent reviews every message against brand and legal rules, automatically making small fixes
4. messages are approved instantly or routed for human review if needed

The system reduces irrelevant outreach, saves manual review time, and minimizes regulatory risks. Every message carries an audit trail for legal and compliance teams.

Why it matters for marketers

Beata as a marketer believes such tools will become essential. “Marketing is about creativity and speed, but also about compliance and trust. These agents cover all those needs.” Faster execution, better targeting, and built-in safeguards make them a natural fit for future campaigns.

Wiktor adds that the roadmap includes more autonomy (fully automated campaign execution), multimodality (text + images), and adaptability to evolving compliance rules.

Wrap-up

AI marketing agents aren’t just a trend, they’re the future. They won’t replace human marketers but will act as intelligent collaborators, helping teams run campaigns that are faster, more relevant, and always compliant.

Ready to take the next step?

Your AI journey starts with a conversation. Share your challenge, idea, or question, and our experts will respond with insights and practical guidance. Talk to us