Insights

On June 13, 2024, the European Union (EU) adopted the Artificial Intelligence Act (EU AI Act), making it the first-ever global law to regulate the use of artificial intelligence in a broad and horizontal manner. The historic measure applies to the development, deployment, and use of AI in the EU. Importantly, the EU AI Act has a certain “extra-territorial” effect to the extent that it is applicable to providers placing AI systems on the market in the EU, even if these providers are established outside the EU.

The landscape for advertisers and marketers has been shifting in an exciting direction. Over the past decade, industries have firmly embraced multichannel communication and brand building, creating a strategy based on a mix of traditional media and social media, with the persona of the “influencer” as the modern incarnation of brand communication. However, early adopters are on to the next, new universe for connecting with a different, wider, and younger audience around their brands: the metaverse.