What's Changing With Consent in AI

As AI reshapes marketing and analytics, consent must evolve from static, one-time permissions to dynamic, ongoing governance to maintain customer trust and enable responsible personalization. With legal, governance, and compliance concerns cited as top barriers to AI adoption for over half of organizations, adaptive consent strategies are now essential for powering personalization while adhering to new ethical and regulatory responsibilities.

This infographic details the shift in four critical areas, moving from the old model to the new reality:

• Ongoing, contextual consent replaces one-time approvals.
  
• Ecosystem-wide data connection replaces a channel-based approach, as AI integrates data across every marketing system.
  
• Shared governance among Marketing, IT, and Privacy replaces management solely by the Privacy team.
  
• Consent data shifts from just being a Proof of Compliance to becoming an Enabler of Trust, powering transparency and customer confidence.