Consent and data minimisation

[Jahangir655]

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.

Privacy by design
The OAIC’s guidance also encourages organisations to list of uruguay cell phone numbers adopt a Privacy by Design approach, which means incorporating privacy considerations into the design and development of AI models from the outset. If you’re using AI-powered MarTech, this could involve working with vendors to ensure privacy is baked into the platform.

For instance, a MarTech solution that uses AI to track customer interactions across different touchpoints should have built-in features that allow for anonymisation or pseudonymisation of data. While anonymisation is the process of rendering personal data non-personal, pseudonymisation is the process of replacing identifying information with random codes that can be linked back to the person with extra information.

Businesses should seek also out platforms that enable users to opt out of data collection, and easily request data deletion in line with upcoming Australian privacy regulation changes.