Artificial Intelligence and Data Protection in Corporate Practice
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The use of artificial intelligence (hereinafter also referred to as AI) is no longer merely a technological issue but is increasingly also a data protection and compliance challenge. Whether it is the analysis of customer data, automated customer service chatbots, tools used to provide and develop a company’s services and improve operational efficiency, or even tools used to enhance the efficiency of HR processes, AI systems provide a significant competitive advantage. Due to the processing of personal data, the rules of the General Data Protection Regulation (GDPR) remain applicable, while the European Union’s Regulation on Artificial Intelligence (AI Act) also introduces additional obligations. In this article, we provide an overview of the main data protection and AI Act-related considerations that should be taken into account in corporate AI use in order to ensure compliance.
The legal relevance of automation
In practice, one of the most important questions is what exact role the given AI system plays in the data processing workflow. The functioning of the applied technology and the way data is used fundamentally determine the legal classification of the AI system, as well as the data protection and compliance obligations of the company. From a data protection perspective, there is a significant distinction between automated data processing, profiling, and automated decision-making:
Automated data processing:
This is a technical process; data processing is considered automated where the collection, organisation, and retrieval of data take place without human intervention, by software (for example, a system automatically sorting incoming applications in alphabetical order, or categorising incoming customer requests or documents).
Profiling:
Under the GDPR, profiling means that the system does not merely organise data, but draws conclusions about, evaluates, or ranks data subjects. If the system, based on personal data, scores or filters individuals in any form according to certain personal characteristics – such as their financial situation, preferences, interests, reliability, or even abilities or suitability – this may qualify as profiling.
Automated decision-making:
This occurs where the process is not only technically automated, but the AI system itself makes the final decision without human intervention, and this decision produces legal effects concerning the individual or similarly significantly affects them. A typical example is when the software automatically rejects (excludes) an applicant from a process without human approval based on certain criteria.
In practice, these categories are often not separate processes. Even a simple technical automation can easily evolve into a process that raises issues of profiling or automated decision-making. Therefore, each AI-based process must be assessed individually based on data usage and the actual functioning of the system.
Data protection considerations
Where a company integrates AI technology into its internal processes or services provided to customers, the nature of the system’s operation must be assessed from a data protection perspective in order to classify the type of data processing. During this assessment, it must be determined whether profiling or automated processing takes place, and whether there are circumstances requiring a data protection impact assessment (DPIA).
According to the guidance of the National Authority for Data Protection and Freedom of Information (NAIH), the use of new technologies may in itself carry a high level of risk. However, a DPIA is particularly necessary where the processing involves the evaluation, scoring, or prediction of personal characteristics of natural persons; where automated decision-making results in exclusion or rejection without human intervention (e.g. during recruitment filtering); or where the technology is used for systematic, software-based monitoring of employee performance or productivity.
In addition, an appropriate legal basis for processing must be ensured, and in certain cases the consent of the data subject may be required. Furthermore, in line with the transparency principles of the GDPR and the AI Act, data subjects must be clearly and comprehensibly informed about the use of AI, its purpose, the basic logic of its operation, and their rights, including the right of access, erasure, objection, and the important right to request human review of decisions made by the system.
Based on our experience, the following are the most commonly used AI software programs applied by companies that involve the processing of personal data, which is why it is necessary to review the data processing documentation:
ChatGPT
Microsoft 365 Copilot
Google Gemini
Perplexity
Claude
Conclusion
The introduction of artificial intelligence is not merely an IT issue, but a complex legal and data protection compliance task. Since AI-based systems almost always involve the processing of personal data, it is advisable to address these issues already before the deployment of such systems, in light of GDPR requirements and regulatory expectations. Establishing transparent, secure, and legally compliant operation from the design phase onwards not only reduces legal risks, but also forms a fundamental basis for long-term business success and trust. If a company plans to implement or has already implemented an AI solution, it is necessary to review it from a data protection perspective and update the data protection documentation accordingly.
Photo source: pexels.com, Egor Komarov
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