Training course – EU AI Act & AI Compliance – Retail & E-Commerce

EU AI Act & AI Compliance for Retail

Putting the EU AI Act into practice: risk categories, deployer obligations, AI literacy under Art. 4, AI policy and GDPR interfaces.

Duration
6 hours, one session
Format
Online or on-site
Language
German or English
Participants
open dates or exclusive for your team
Certificate
Certificate of attendance

Overview

“EU AI Act & AI Compliance for Retail” is designed for roles such as E-commerce and online shop teams, Buying and category management and Store and area managers and shows step by step how to use EU AI Act & AI Compliance productively, safely and transparently in Retail & E-Commerce – from the fundamentals to advanced workflows.

The EU AI Act is the first comprehensive legal framework for artificial intelligence, and it applies not only to providers but also to organisations that use AI systems in their daily work. In this compact course you will learn how the regulation is structured: prohibited practices, high-risk systems, transparency obligations and general-purpose AI models. You will find out which role your organisation plays as a deployer, which obligations follow and how to record and classify the AI applications you use in a structured way.

The practical part turns the requirements into manageable steps. You clarify what the AI literacy obligation under Article 4 means in concrete terms, how to organise training in a verifiable way and what an internal AI policy should cover. You also examine the interfaces with the GDPR, such as legal bases, data protection impact assessments and automated decision-making. You leave with an AI inventory template, a draft policy and a clear compliance roadmap for your area of work.

Whether bricks-and-mortar stores, online shops, wholesale or omnichannel, retail works with large ranges, thin margins and high customer expectations. Generative AI helps wherever there is lots of text, lots of data and lots of customer contact. It writes product descriptions and category pages, maintains product master data, answers customer service enquiries, analyses reviews and return reasons and supports promotion planning and campaigns. AI agents can check order status, pre-sort complaints or bundle supplier requests. For buying and category management, AI becomes a tool for commenting on sales data and preparing range decisions. The key is balancing efficiency, brand voice and legally accurate product information.

The course is delivered live – either online in a virtual classroom or on-site in our training rooms in Munich, Salzburg, Berlin, Augsburg, Hanover, Bremen, Stuttgart and Kaiserslautern. We can also run it exclusively for your team.

Who is this course for?

  • E-commerce and online shop teams
  • Buying and category management
  • Store and area managers
  • Customer service and returns management
  • Retail marketing and CRM

Typical challenges we address

  • Large ranges requiring heavy effort for product copy and master data
  • High volumes of customer enquiries, complaints and returns
  • Seasonal peaks and short-notice promotions
  • Data from tills, web shop and merchandise systems that is hard to combine

What you will be able to do

  • You can explain how the EU AI Act is structured and assign your organisation to the correct roles.
  • You can classify the AI applications in use by risk category and maintain an AI inventory.
  • You can name the specific obligations of deployers and derive appropriate measures.
  • You can develop an AI literacy concept under Article 4 and a draft internal AI policy.
  • Produce product copy and campaign content at scale with AI in a consistent brand voice.
  • Analyse customer feedback, returns and sales data with AI in a structured way.
  • Identify service cases and processes that can be automated with AI agents.

Course outline

Module 1 Structure and logic of the EU AI Act
  • Objectives, scope and phased application of the regulation
  • Roles at a glance: provider, deployer, importer and distributor
  • The risk-based approach: prohibited practices, high risk, limited risk and minimal risk
  • Specific rules for general-purpose AI models
Module 2 Classifying risk in practice
  • Prohibited practices such as social scoring or emotion recognition in the workplace
  • High-risk areas under Annex III, including recruitment, creditworthiness and education
  • Transparency obligations for chatbots, synthetic content and deepfakes
  • Recording and classifying your own AI applications in an AI inventory
Module 3 Obligations for deployers of AI systems
  • Use in line with instructions and human oversight by competent staff
  • Input data quality, monitoring of operation and retention of logs
  • Informing employees and affected persons and reporting serious incidents
  • Fundamental rights impact assessment: when it is required and how it works
Module 4 AI literacy under Art. 4 and internal AI policy
  • What sufficient AI literacy means for different roles
  • Designing training concepts and documenting measures verifiably
  • Components of an AI policy: approved tools, data classes, approvals and labelling
  • Responsibilities, AI officers and involving the works council and IT
Module 5 GDPR interfaces and governance
  • Legal bases, purpose limitation and data minimisation when using AI
  • Data protection impact assessment and its relationship to the fundamental rights assessment
  • Automated individual decisions, data subject rights and data processing agreements
  • Compliance roadmap: priorities, ownership and regular review
Module 6 Practice lab: Retail & E-Commerce
  • Product copy at scale
  • Cleaning master data
  • Supporting customer service
  • Analysing reviews and returns
  • Promotions and campaigns
  • Commenting on sales data
Module 7 Data protection, quality & transfer to daily work
  • Customer data from web shop, CRM and loyalty programmes is subject to the GDPR, and marketing activities to consent and unfair competition rules. Product information, price displays and advertising claims must comply with consumer protection law, and customer-facing AI chatbots must be disclosed as such under the EU AI Act.
  • Ground rules for safe AI use in your team
  • Checking results: facts, sources, tests and the four-eyes principle
  • Personal action plan for the next 30 days
  • Open questions, outlook and resources for further learning

Practical scenarios from your field

Product copy at scale

Manufacturer data and attributes become consistent, search-optimised product descriptions, bullet points and category pages in several languages, with mandatory details carried over accurately. Spot checks happen before publishing.

Cleaning master data

AI helps standardise product data, detect missing attributes, normalise colours and sizes and assign products to the correct categories – with spot checks by the team.

Supporting customer service

Enquiries about delivery status, exchanges, warranty or product details are classified and given draft replies; AI agents can handle standard cases directly. Complex cases are handed to staff with a summary.

Analysing reviews and returns

Customer reviews and return reasons are grouped by themes such as fit, quality or inaccurate descriptions in order to improve copy, range and suppliers in a targeted way.

Promotions and campaigns

Promotion plans, newsletters, social posts and copy for leaflets or displays are created for each target group and aligned with seasonal occasions. Results of past promotions inform the planning.

Commenting on sales data

For buying and category management, AI summarises sales data, explains variances against last year and plan and prepares arguments for supplier negotiations. Figures come from the merchandise system.

Prerequisites

No legal background is required. A basic knowledge of the GDPR and an overview of the AI applications used or planned in your area are helpful. Professional experience in store-based or online retail; no technical background required.

Technical requirements

All you need is a laptop with an up-to-date browser and an office suite for working with templates. No special AI licences are necessary.

Data protection & compliance

Customer data from web shop, CRM and loyalty programmes is subject to the GDPR, and marketing activities to consent and unfair competition rules. Product information, price displays and advertising claims must comply with consumer protection law, and customer-facing AI chatbots must be disclosed as such under the EU AI Act.

Dates & locations

For every location we suggest a date roughly four weeks ahead. Your preferred date is always possible.

  • Munich Wed, 16 December 2026 6 hrs Request
  • Salzburg Fri, 11 December 2026 6 hrs Request
  • Berlin Fri, 11 December 2026 6 hrs Request
  • Augsburg Thu, 10 December 2026 6 hrs Request
  • Hanover Fri, 11 December 2026 6 hrs Request
  • Bremen Wed, 16 December 2026 6 hrs Request
  • Stuttgart Mon, 14 December 2026 6 hrs Request
  • Kaiserslautern Fri, 11 December 2026 6 hrs Request
  • Online Tue, 15 December 2026 6 hrs Request

Frequently asked questions

Does the EU AI Act apply to companies that only use AI tools?

Yes. Anyone using AI systems under their own authority in a professional context is a deployer. All deployers must, in particular, ensure that their staff have sufficient AI literacy. Where high-risk systems are used, for example in recruitment, further obligations apply, such as human oversight, logging and informing the people affected.

Does this course satisfy the training obligation under Article 4?

The course covers core AI literacy content and you receive a certificate of attendance that you can add to your documentation. However, Article 4 requires measures tailored to role, prior knowledge and context of use. That is why you also learn how to set up and maintain your own AI literacy concept for your organisation.

Does the course replace legal advice?

No. The training provides practical knowledge for specialists and managers so they can interpret requirements, ask precise questions and implement first measures. For binding assessments of individual systems, especially in high-risk areas, you should involve your legal department, your data protection officer or external specialist lawyers.

How do I make sure AI product copy is accurate?

Feed the AI only verified product data, specify which details must not be changed and run systematic spot checks. Dimensions, materials, mandatory labelling and advertising claims are critical. In the course you develop a workflow with templates and review steps for producing copy at scale.

Is AI worthwhile for smaller retailers too?

Smaller teams in particular benefit, because AI takes on tasks there is otherwise no capacity for – such as product copy, newsletters or customer replies. Many features can be used without major investment. The course shows pragmatic starting points that work without an IT department.

How much does “EU AI Act & AI Compliance for Retail” cost?

The course costs a flat €949 plus VAT per participant – whether online or on-site. This includes 6 hours of live training with a trainer, course materials, a lab environment and a certificate of attendance.

Can I suggest my own date?

Yes. For every location we suggest a date roughly four weeks ahead. In the request form you can always describe your preferred date or period in free text – we check availability and get back to you within one working day.

Is the course online or on-site?

Both are possible: live online in a virtual classroom or on-site in Munich, Salzburg, Berlin, Augsburg, Hanover, Bremen, Stuttgart and Kaiserslautern. We can also run the course exclusively for your team.

Can the course be tailored to our team?

Yes. Tailor-made courses cost approx. €4,500 more, depending on the topic and by arrangement. We agree content, examples and exercises with you in advance.

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