The EU AI Act Is More Than Compliance – It's An Opportunity

Written By Susi Castle
General Purpose branded image of one pencil standing out against others with caption "The EU AI Act. An Opportunity to Stand Out."

“Half the money I spend on advertising is wasted. The trouble is, I don’t know which half.”

That line is usually attributed to US retailer John Wanamaker (1838–1922). In the AI era, there’s a new version doing the rounds:

“Half my staff are using AI without me knowing. I just don’t know which half.”

The EU AI Act is forcing that “shadow AI” use into the light – and the businesses that get ahead of that shift will be the ones customers trust.

The 2025 Edelman Trust Barometer shows business is the UK's most trusted institution at 51% – the only one globally seen as both competent and ethical – while government (43%) and media languish behind. 

That's where your opportunity lies.

We all know AI use is growing, much of it invisibly: our Spotify playlists, the smart replies in our emails, the products Amazon suggests, our Netflix recommendations, even the routes our satnav chooses.

The businesses that put transparency at the heart of their AI use – and train employees in the safe, ethical use of AI tools – will have a competitive advantage in the marketplace. According to research from the IPA and Financial Times, companies that measure trust as a board-level KPI are three times more likely to report stronger profits than those that don't – yet only around one in five businesses actually track it.

Which brings us to last week's announcement. The European Commission has proposed timeline extensions and targeted changes – the 'Digital Omnibus' package. Business leaders are asking: what's changed, does this give us breathing room, and should we still be worried?

These extensions aren't confirmed yet. The original deadlines – August 2026 for high-risk AI in areas like employment, education, essential services and critical infrastructure – remain in force unless the proposals pass first. That creates a planning dilemma: do you prepare for the original dates, or gamble on the extensions?

The proposed changes emerged from sustained industry lobbying and the Draghi Report's warning that regulatory burden was undermining EU competitiveness. But political winds shift. Banking on lighter regulation from here would be a bet, not a plan.

Which is why smart businesses aren't treating this as a compliance exercise. They're building the infrastructure that lets them adopt AI safely, transparently, and in ways that deepen customer trust. That capability matters whether the deadline is 2026 or 2028.

Those businesses will:

  • Build and protect customer trust as AI becomes more visible

  • Give their workforce the skills to use AI safely and effectively

  • Maintain competitive advantage as AI adoption accelerates across their sector

The first step is understanding where you actually stand: what AI you're using, whether any of it is high-risk, and what your obligations are.

Next steps

Download our full guide The EU AI Act: A Plain-English Guide for UK Businesses (including The EU AI Act in 60 Seconds summary).

Learn more

And if you're not sure where you sit or what to do next, book a call with our team.

About the author, Susi Castle

Susi Castle has over a decade of experience across B2B and B2C sectors, and is Fractional Marketing Lead at General Purpose, where she shapes the company's marketing strategy and communications and delivers AI training.

This content is for general information and educational purposes only, not legal or professional advice. General Purpose accepts no liability for decisions made based on this material; please consult a qualified professional for specific guidance.

Sources

Susi Castle
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