The news: The European Commission (EC) plans to propose scaled-back digital regulations to make it easier for companies to access users’ personal data and allow AI companies to legally use personal information for model training.

• The changes include simplifying cookie consent and letting users accept with a single click and save preferences centrally.
• It would change parts of the General Data Protection Regulation (GDPR) to narrow the definition of personal data, which would become information that a business can link to a person using tools it directly controls, rather than any conceivable method, per PPC Land.

The proposals are being sent to the European Parliament and EU Council, where they will need a qualified majority to pass. The EC stated that the changes aim to address three challenges tied to AI and emerging technologies: data scarcity, regulatory complexity, and rising global competition.

The goal: Watering down the EU’s AI Act by easing restrictions on data use for AI training is meant to help Europe compete in the global AI race. The bloc currently lacks major players to rival the US’ OpenAI or China’s DeepSeek.

EC economy and productivity commissioner Valdis Dombrovskis said that simplifying rules and reducing administrative burdens is intended to give EU businesses more room to innovate.

The caveat: Privacy advocates are already speaking out against the proposed changes, accusing regulators of giving in to Big Tech pressure and compromising consumer privacy rights.

The European Digital Rights (EDRi) group stated that the plans risk eroding “the very foundations of human rights and tech policy in the EU” and enabling “unchecked use of people’s most intimate data for training AI systems.”

Why it matters to marketers: Access to richer data sets could improve consumer segmentation, predictive modeling, and personalization offerings.

• Streamlined cookie consent could raise opt-in rates, improving metrics and audience targeting. That’s particularly relevant considering 40% of UK consumers and 55% of Italian consumers click “accept” on cookie banners less now than they did three years ago, per Usercentrics.
• The ability for EU companies to train models more easily could strengthen local systems, reduce reliance on US platforms, and accelerate regional innovation.

What it means for the industry: This proposal may reopen data pipelines and strengthen Europe’s competitive edge. But it’s likely to spark a massive privacy debate about the future of digital policy and consumer trust.

Even if regulations loosen, consumer expectations won’t. Brands that clearly communicate how they use data, what protections exist, and the benefits of personalization will be more likely to maintain loyalty.