Published on September 2, 2026
Classic B2B marketing profiling, built on long forms and silent behavioral tracking, can enter into tension with GDPR and ePrivacy requirements. Stopgaps such as asymmetric cookie banners or background data enrichment have already cost several major publishers significant fines, without restoring user trust. Progressive profiling through a conversational agent does not automatically make a process compliant: done well, it can enable a collection architecture more compatible with several GDPR principles, by supporting purpose-specific consent and better-managed data minimization. It also introduces its own risks, starting with the surplus of information a natural-language conversation can surface beyond what was actually asked. The article also covers the legal limits to respect: the restrictions on fully automated decisions (Article 22 GDPR) and the new transparency obligations imposed by the AI Act.
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