The European Parliament’s Committee on the Internal Market and Consumer Protection and the Committee on Civil Liberties, Justice and Home Affairs have taken a significant step towards shaping the EU’s regulatory landscape for artificial intelligence. On March 18, 2026, the committees adopted a joint report proposing substantial amendments to the EU AI Act as part of the Digital Omnibus on AI legislative package. This report, filed under reference A10-0073/2026, received overwhelming support with 101 votes in favor, 9 against, and 8 abstentions.
This development signals a pivotal shift in how Europe will implement its groundbreaking AI legislation, aiming to replace the previous mechanism that linked compliance deadlines to discretionary decisions by the European Commission. Instead, the new proposal establishes fixed deadlines that provide legal certainty for companies preparing AI systems for the European market.
The underlying Commission proposal, COM(2025)0836, was submitted to Parliament on November 19, 2025, with the goal of harmonizing rules and simplifying the implementation of the AI Act alongside other regulations, such as those governing aviation safety. Initially, the Commission’s proposal linked the application date for high-risk AI systems to the readiness of compliance support measures, which would trigger a countdown only after a formal Commission decision. This structure faced criticism for creating uncertainty, prompting rapporteurs Arba Kokalari and Michael McNamara to advocate for fixed deadlines.
The proposed deadlines are significant: for high-risk AI systems classified under Article 6(2) and Annex III, which includes applications like employment screening and biometric identification, compliance is set for December 2, 2027. For systems categorized under Article 6(1) and Annex I, which covers products under existing EU safety legislation, the deadline is pushed to August 2, 2028. This represents a shift from the previously anticipated deadlines of August 2026 and August 2027.
The new timeline is particularly relevant for marketing technology firms that frequently utilize AI in audience segmentation, automated bidding, and content personalization. With the Digital Omnibus providing clarity around compliance dates, companies now have a more predictable timeframe to prepare for the necessary regulatory measures. The committees assert that the previous approach left businesses in limbo, lacking the “legal certainty and predictability” essential for planning and investment.
Further adjustments in the report refine the supervisory jurisdiction of the AI Office, excluding certain AI systems related to products governed by Union harmonization legislation. This change reflects an understanding that sector-specific regulators should oversee those applications, allowing the AI Office to focus on general-purpose AI models. Additionally, the report proposes targeted relief for small and medium-sized enterprises (SMEs) by introducing a new category known as small mid-cap enterprises (SMCs), which are recognized for their growth potential but still face compliance burdens similar to those of SMEs.
Another noteworthy amendment involves the obligation for AI system providers to support AI literacy among their staff. The revised language shifts from a strict obligation to a more supportive role, allowing the European Commission to promote AI literacy without imposing stringent requirements on all providers. This distinction has practical implications for organizations employing AI tools in marketing, where the development of AI literacy among staff is increasingly recognized as essential, though the new framework avoids punitive measures.
Moreover, the report addresses the complexities surrounding the processing of special categories of personal data for bias detection in AI systems. The amended text retains the Commission’s proposal to allow high-risk AI providers to process sensitive data under specific circumstances, thereby facilitating bias auditing efforts. This provision is crucial for marketing technology providers, as it enables the use of sensitive data signals for compliance with both the AI Act and GDPR requirements.
In terms of transparency obligations, the report tightens compliance deadlines for generative AI systems. Providers of such systems will now need to fulfill marking obligations by November 2, 2026, a shift from the original proposed deadline of February 2, 2027. This change underscores the urgency for companies engaged in AI-generated content, as they will need to establish detection protocols and disclosure mechanisms well in advance of this earlier deadline.
Looking ahead, the report is scheduled for plenary discussion and approval in the European Parliament on March 26, 2026. Following this, negotiations with the Council of the EU will commence, a process that will shape the final text of the regulation. Given the strong majority in the committee vote, the Parliament appears to be entering this negotiation with a unified stance. However, concerns raised by member states, particularly regarding privacy implications and automated decision-making protections, could influence the outcomes.
For the marketing technology sector, the implications of these regulatory developments are clear. With a more defined timeline for compliance and clearer expectations, companies have the opportunity to align their practices with forthcoming regulations, ensuring readiness as the landscape shifts towards a more structured regulatory environment.
See also
OpenAI’s Rogue AI Safeguards: Decoding the 2025 Safety Revolution
US AI Developments in 2025 Set Stage for 2026 Compliance Challenges and Strategies
Trump Drafts Executive Order to Block State AI Regulations, Centralizing Authority Under Federal Control
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