Marketing, AI and Data Protection: Navigating 2026 with Confidence

As 2026 begins, marketing leaders are navigating a landscape shaped by rapid AI adoption and heightened regulatory scrutiny. Innovation is accelerating, but so are expectations around accountability. The year ahead will be defined by how effectively brands balance performance with protection.

In recent industry commentary, data protection expert and regulatory advisor Graham Doyle pointed to several trends shaping 2026, including the growing use of AI in campaign planning, automated content production and data driven personalisation. These tools are helping brands streamline execution and improve relevance. However, many depend on personal data, placing GDPR, transparency and risk assessment obligations firmly at the centre of marketing strategy.

A recent RTÉ report highlighted that the Irish Data Protection Commission remains one of the most active and stringent GDPR enforcers in Europe, issuing substantial fines since 2018. Given Ireland’s role as an EU digital hub, regulatory scrutiny here is particularly visible. Combined with the incoming EU AI Act, which introduces new oversight for certain automated systems, governance is no longer a background consideration. It is becoming a core part of marketing decision making.[AG1] 

Implications in Ireland

For Irish brands, 2026 presents an opportunity to turn responsible data use into a competitive advantage. As third-party signals decline, first party data strategies are increasingly central to sustainable growth. Investment in CRM systems, loyalty initiatives and direct customer relationships allows brands to create more meaningful exchanges. When managed transparently and securely, this data strengthens relevance and long-term value.

Reputation matters here. In a market where consumers are more aware of privacy rights, brands that demonstrate clarity and care in how they use information build trust. Good governance supports credibility, not just compliance.

What this means for Irish advertisers

For advertisers, performance and protection can no longer sit in separate conversations. AI driven targeting and optimisation offer clear upside, but they require a robust foundation of consented, well-managed data. Practical steps such as assessing new AI tools before deployment, documenting data use and embedding privacy by design into campaign planning will increasingly become standard practice.

By aligning media investment, data strategy and governance, advertisers can improve effectiveness while reinforcing trust. In 2026, responsible innovation is not a constraint on growth, it is part of how growth is sustained.

Sources:

https://www.adworld.ie/2026/01/23/opinion-the-key-marketing-and-data-protection-trends-for-2026/

https://www.rte.ie/news/2026/0121/1554183-data-breach-fines/