- The new US administration has revoked the previous Executive Order on AI.
- The shift impacts the approaches and uses of AI by marketers and businesses.
- Bynder experts share insights into the evolving AI landscape, potential implications and the best practices marketing leaders are advised to follow.
January 22, 2025 -- Recent shifts in AI regulations by the U.S. highlight the ongoing and dynamic nature of the evolving AI landscape, spanning both technological advancements and regulatory frameworks. The shift highlights the need for businesses to remain vigilant and be ready to adapt to the ever-changing nature of AI technology and governance.
While the previous AI Executive Order emphasized transparency, testing, and standards for AI systems, the repeal signals a potential shift toward less regulatory oversight in the development and deployment of AI technologies.
Especially as the new administration’s revocation contrasts with the EU's approach, experts at Bynder, the global leader in digital asset management, provide insights into the AI landscape, as well as the best practices in approaching AI use, particularly for businesses expanding into the global market.
An overview of the ever-changing landscape of AI
Murat Akyol, VP of Product at Bynder, explains how the recent shifts display the ever-changing nature of AI:
“The constantly evolving landscape of AI, driven by rapid technical advancements and fluctuating regulatory frameworks, requires companies to remain vigilant and adaptable. As AI capabilities continue to grow—from generative models transforming content creation to automation reshaping workflows—organizations must stay informed about emerging technologies and the rules governing their use. This dynamic environment demands deliberate and well-informed strategies to harness AI's potential responsibly while mitigating risks such as biases or security vulnerabilities. By maintaining awareness of global trends and integrating ethical, transparent practices, businesses and marketers can make confident technology choices that drive innovation, build consumer trust, and ensure long-term success.”
Unregulated AI: Potential opportunities & risks after the policy repeal
Murat Akyol continues to offer insights into potential implications following the shifts:
“The revocation of the Executive Order on AI provides insights into the future of AI development and regulation, and its evolving nature. While the new policy would remove specific federal mandates for transparency, safety testing, and accountability, it does not necessarily mean AI will become entirely unregulated. Existing laws and industry self-regulation will still play a role, but the absence of a cohesive federal framework may create gaps that need to be addressed.
While the long-term implications remain uncertain, this shift introduces both opportunities and risks. On one hand, reduced oversight could accelerate innovation and allow companies greater flexibility to experiment with AI technologies. On the other hand, it may increase the likelihood of unintended consequences, such as unchecked biases, security vulnerabilities, or consumer mistrust in AI-driven solutions. Additionally, the lack of clear U.S. standards could complicate compliance with stricter global AI regulations, such as the EU AI Act.”
5 tips for U.S. marketers developing alongside AI and its regulations
Manisha Mehta, Global PR and Communications expert at Bynder, provides marketers with notes on the following key implications:
- Increased focus on innovation, but with responsibility
“As regulatory frameworks shift, there’s an opportunity for accelerated AI innovation. Marketers should balance this with proactive strategies to maintain ethical practices and consumer trust. Marketers leveraging AI tools are advised to stay proactive in setting their own ethical guidelines to ensure consumer trust, especially around the use of generative AI.”
- Transparency as a competitive advantage
“Even without federal requirements for disclosure, marketers should consider maintaining transparent practices about AI usage in campaigns. As consumers grow savvier about AI, clear communication about the use of generative tools can differentiate brands and build trust. For instance, labeling AI-generated content in ads or blogs could position a company as a responsible innovator.”
- Economic and workforce shifts
“Generative AI’s potential to dramatically improve productivity is one of the driving factors in its adoption. . Marketers must balance efficiency gains from AI automation with strategies to upskill teams, ensuring they are equipped for an AI-enabled workplace. This human-AI collaboration could also become a unique selling point in marketing narratives, showcasing a commitment to ethical and inclusive innovation.”
- Impact on global reach
“For brands operating internationally, staying aligned with global AI standards like the EU AI Act remains critical. Differing global AI standards may create some complexities for marketing campaigns, particularly when targeting audiences with different expectations regarding AI transparency and accountability.”
- Opportunity amid energy-focused AI orders
“Although the previous risk-based AI order is to be repealed, the energy-focused directive to support advanced AI data centers is left in place. This move suggests continued investment in AI infrastructure. Marketers should watch for advancements in generative AI tools that benefit from these infrastructural improvements, particularly those offering faster and more personalized content creation capabilities.”
Bynder’s vision on policy changes around content, DEI, and AI
Manisha explains, “At Bynder, we believe that a brand’s strength lies in its ability to adapt responsibly while staying true to its core values. As companies reevaluate their policies around content production, DEI (Diversity, Equity, and Inclusion), and AI, we see this as an opportunity to lead with transparency, inclusivity, and innovation.
We envision a future where businesses not only thrive through innovation but also inspire trust and loyalty by embedding ethical standards into their workflows. Bynder remains committed to being a brand ally that supports organizations in navigating these changing dynamics responsibly, ensuring content reflects the diverse, equitable, and inclusive world we strive to create.”
Takeaway for marketers
Mehta concludes, “As the AI landscape continues to evolve globally, marketers should continue to take a proactive role in shaping responsible AI practices. By setting internal standards for transparency and ethical AI use, brands can future-proof their strategies while leading the charge in consumer trust and innovation.”
*Comments included are not intended as legal advice
About Bynder:
Bynder goes far beyond managing digital assets. The AI-powered digital asset management platform enables teams to conquer the chaos of proliferating content, touchpoints, and relationships in order to thrive.
With powerful and intuitive solutions that embrace the way people want to work and a richly integrated ecosystem, Bynder is the brand ally that unifies and transforms the creation and sharing of assets, inspiring teams, delighting customers, and elevating businesses.