ISBA Legal webinar: AI Agents in Marketing

AI Agents in Marketing: Opportunities, Risks and Staying on the Right Side of Consumer Law

This legal webinar explores the rise of agentic AI and its direct implications for UK marketing and advertising professionals. Drawing on the Competition and Markets Authority's March 2026 publications on agentic AI and consumer protection, the session examines practical use cases, key legal risks, and the compliance framework marketers need to follow.

What is covered:

• From tools to agents: Understand what agentic AI is and how it differs from traditional AI — autonomous agents can now run campaigns, manage customer interactions, and transact on a business's behalf.
• Marketing use cases and risks: Explore real-world applications such as AI-generated campaigns, refund processing, and deal comparison services, alongside risks including manipulation, hallucinations, bias, and loss of consumer agency.
• The legal framework: Learn why UK consumer law applies equally to AI-driven decisions, with potential fines of up to 10% of worldwide turnover under the Digital Markets, Competition and Consumers Act 2024.
• The four pillars of compliance: Apply the CMA's practical checklist — Tell, Train, Monitor, and Refine — to ensure your AI deployments remain consumer-law compliant.

Who is it aimed at:

•    In house legal at major brands.
•    Compliance and Regulatory Affairs professionals.
•    Marketing professionals.

What will members gain by attending:

Attendees will leave with a clear, practical understanding of how to deploy agentic AI responsibly within the bounds of UK consumer protection law. 
Three key takeaways:
1.    Agentic AI deployment is not a one-off technical exercise but an ongoing operational and governance priority. 
2.    Businesses that invest early in robust oversight and consumer-centred design are more likely to realise long-term benefits and avoid costly remediation. 
3.    Trust is critical infrastructure for adoption, investment, and competitive advantage.

Presenter

Brinsley Dresden, Partner, Co-Head of Advertising & Marketing Law, Lewis Silkin LLP and Global President of the Global Advertising Lawyers Alliance

Brinsley is a leading advertising and marketing lawyer, ranked in Band 1 by Chambers & Partners 2025 and in the Legal 500 Hall of Fame 2025. The Legal 500 quotes his clients as saying, “Brinsley Dresden has provided immensely valuable advice to me, on countless occasions, in relation to marketing, brand and advertising problems facing my clients' brands. Lewis Silkin has been seen over decades as one of the - if not the - go-to legal brands in the marketing and advertising industry. In terms of its advertising and marketing practice, Brinsley Dresden is the jewel in its crown.” This is echoed by client feedback from Chambers which says, “Brinsley Dresden has provided immensely valuable advice to me, on countless occasions, in relation to marketing, brand and advertising problems facing my clients' brands.”