AI Compliance Meets Customer Experience
A Conversation with Chris Krohm
With the EU AI Act now in effect as of February 2, 2025, all organisations using AI systems, even general-purpose tools like ChatGPT, must ensure their staff have “sufficient AI literacy.”
We spoke to Chris Krohm, Experience Management Consultant at Grassfish, to learn how Grassfish is leading the way by helping customers and partners become compliant while staying at the forefront of AI-driven innovation.
Chris, what is the EU AI Act, and why should businesses care?
The EU AI Act is the world’s first comprehensive legal framework for artificial intelligence. It aims to ensure that AI is used safely, transparently, and in a way that respects fundamental rights. One of the key takeaways for businesses is Article 4, which requires that anyone using AI at work, even tools like ChatGPT, has adequate AI literacy.
This means they understand how AI works, its risks, and how to use it responsibly.
Many businesses think this only applies to ‘high-risk’ AI systems. Can you clarify?
That’s a common misconception. While the Act does define different risk levels, Article 4 applies broadly. If you’re deploying or using AI in your daily work, whether for content generation or customer communication, you must ensure that your team understands its limitations and associated risks. That includes understanding bias and data security issues.
How is Grassfish helping brands and retailers comply with this?
We’re the only IXM platform provider currently offering dedicated AI literacy workshops for our customers and partners. These are not generic tech overviews, we tailor them specifically for retail and in-store contexts. We cover how AI affects customer-facing content, the ethical and regulatory aspects, and how to safely integrate generative AI into retail workflows. It’s a mix of compliance, creativity, and strategy.
What does a typical workshop cover?
Our full-day workshops are hands-on and certificate-based. We cover topics like:
- AI-powered content creation and personalisation
- Compliance under the EU AI Act and GDPR
- Ethical considerations like bias and transparency
- Practical use of tools like Midjourney, ChatGPT, and Cursor AI
We’ve delivered this training to partners like Airport Vienna, and the response has been fantastic.
Many thanks for this great AI workshop. We had a huge amount of take aways and all participants were positively overwhelmed with the great amount of use cases and examples! Thank you very much!Hermond Boghosian
Solution Manager - Digital Signage DOOH & AV Tech at Vienna Airport
What’s in it for customers, beyond compliance?
Two things: first, peace of mind. Non-compliance can result in fines up to 3% of annual revenue. Second, a competitive edge. Brands that understand AI can use it to create better, more personalised in-store experiences.
Our training doesn’t just check a legal box, it unlocks new capabilities.
What’s next for Grassfish and AI?
We’re working on embedding AI literacy, and we plan to scale our consulting offerings globally. As we integrate AI further into Grassfish IXM Aqua, our next-gen platform, our customers must understand both the power and responsibility of AI. Education is the first step.
If you’re a brand or retailer using AI, even casually, it’s time to take AI literacy seriously. Grassfish is here to help you turn compliance into capability.