An organization plans to use AI to analyze the shopping patterns of its customers to predict interests and send targeted, customized marketing emails. Which of the following should be done FIRST?

Question

Options

• AObtain customer consent
• BTrain the marketing department
• CUpdate the terms of service
• DVerify customer email addresses

• A
  82% (46)
• B
  2% (1)
• C
  5% (3)
• D
  11% (6)

Explanation

Before collecting, processing, or using customer behavioral data for AI-driven marketing, obtaining customer consent is the legal and ethical prerequisite under privacy regulations such as GDPR, CCPA, and similar frameworks. Processing personal data without consent is a compliance violation that can result in significant legal penalties. Training the marketing department (B), updating terms of service (C), and verifying email addresses (D) are all important steps, but they presuppose that the organization already has lawful grounds to use the data. Consent must be established first to legitimize the entire data processing activity.

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