Does your MarTech stack use AI? Then you better read this

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On October 21, the Office of the Australian Information Commissioner (OAIC) released its guidance on privacy and generative AI models outlining key principles organisations must follow when developing AI models using personal data.

The implications for marketers and MarTech solutions with AI built-in are significant.

Does your business rely on automation, chatbots, or personalisation? Answer yes to any of these and it’s crucial to familiarise yourself with the OAIC’s new guidance or you’ll be at risk of potential privacy breaches and jeopardising consumer trust.

So what do the guidelines say?

Transparency is key
The OAIC’s guidelines stress the importance of transparency, particularly around data collection and usage. This means being upfront with consumers about how their data is being used to train AI models.

AI-driven MarTech platforms often rely on vast amounts of list of panama cell phone numbers customer data to personalise content and improve user experiences. However, if that data includes personal information, you’ll need to ensure consumers are fully informed and have consented to its use.

For example, if a MarTech tool uses personal data for product recommendations or to create dynamic ads, your business must clearly communicate this to customers. This could involve updating privacy policies to reflect AI usage or implementing a notification system that alerts users when their data is being processed for AI training purposes.

Consent and data minimisation
One of the cornerstones of the OAIC’s guidelines is consent. You need to ensure you are collecting explicit consent from users before their personal data is used to train AI models.

The OAIC places a strong emphasis on the collection of personal data only when necessary. In the context of MarTech, this could mean rethinking how data is collected and stored.

For example, some AI-driven marketing platforms might collect behavioural data to refine audience segmentation or improve ad targeting. However, if that data includes personally identifiable information (PII), you must ensure you are only collecting what is absolutely necessary for the task at hand.