What the EU AI Act Means for Sales & Marketing Teams in EMEA
Webinar – On Demand
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The EU AI Act is coming. Is your sales team ready?
It goes live in August 2026. The fines are up to €35 million – or 7% of annual global turnover, whichever is higher. And most sales and marketing teams haven’t started yet.
In this webinar, Ollie Whitfield sits down with Richard Lane, Jake Spence, and Josh Guthrie – the durhamlane leadership team – to work through what the EU AI Act actually means in practice for B2B sales and marketing teams operating in EMEA.
No legal advice. No scaremongering. Just a frank, practical conversation from a team that’s navigating this in real time.
What We Cover
Hiring and AI screening tools
CV screeners and candidate ranking tools are classified as high-risk under the Act. If you use AI to filter or score candidates – or work with recruiters who do – there are strict obligations that apply to you
Emotion recognition and monitoring
Using AI to monitor your sales team’s emotions, sentiment, or productivity is now banned. We talk through what that means in practice – including some grey areas that might surprise you.
Client interactions and chatbot transparency
You must disclose when a chatbot is AI. You must provide a route to a human. We get into what that looks like and who it affects – including UK-based businesses whose website visitors may be in the EU.
AI-generated sales copy and labelling
If AI has played a substantial role in creating your outreach – emails, videos, collateral – it needs to be labelled. The exact threshold is still being defined. We share what we know and how we’re thinking about it.
Meet the Speakers
Richard Lane
Co-Founder, durhamlane
With over 20 years of commercial experience, Richard co-founded durhamlane to help B2B companies grow faster through high-performing outsourced sales development. He’s worked across sectors, geographies and GTM models, and knows exactly what’s required to drive consistent, measurable pipeline from SDRs – whether in-house or outsourced.
Jake Spence
Managing Director, durhamlane
Jake joined durhamlane in 2013 and has been central to building the business into what it is today. As Managing Director, he leads durhamlane’s Business Development teams and oversees commercial performance – which means he spends a lot of time thinking about how sales motions should actually work, not just how they look on a slide. His view on the EU AI Act is grounded in the day-to-day: what does good governance look like in a business that’s actively scaling outbound?.
Josh Guthrie
Head of Operations, durhamlane
Josh has been with durhamlane since 2017, starting as an SDR before growing into his current role leading operations – covering vendor management, technology, and the sales enablement stack. He sits on both sides of the compliance conversation: filling in the AI questionnaires that customers send durhamlane, and asking the same questions of durhamlane’s own vendors. That dual perspective makes him one of the sharper voices in the room when it comes to what the EU AI Act means in practice.
Ollie Whitfield
Marketing, durhamlane
Ollie has spent his career making B2B content work harder – from leading webinar and content programmes at scale to helping sales and marketing teams cut through the noise with sharper messaging. He brings a fractional marketing perspective to durhamlane and hosts conversations that sit at the intersection of commercial relevance and what’s actually changing on the ground. He tends to ask the questions other people are thinking but not saying.
Skip the guesswork and learn what works.
Book a meeting with Sam
Business Development Manager
Sam has years of experience working with financial service providers looking to fuel their growth and expand their market presence.
