The MarTech Europe Summit, convening in Brussels on September 9 and 10, has structured its 2026 programme almost entirely around the practical implications of the EU AI Act for marketing operations — a decision that reflects the degree to which regulatory compliance has moved from the legal department to the CMO agenda over the past eighteen months.
The two-day programme includes dedicated tracks on consent architecture under the Act's requirements for AI-powered marketing systems, the implications of the transparency obligations for personalisation engines, and — in what promises to be the most attended session — a panel of enforcement officials from three EU member state data protection authorities who will address, with varying degrees of frankness, what they are actually looking for in the first wave of AI Act investigations.