Artificial Intelligence (AI) is now a big part of marketing for many UK businesses. From answering customer questions through chatbots to sending automated emails and booking appointments with AI receptionists, companies are saving time and money. It also helps improve customer experience, with faster replies and better personalisation.
AI tools can handle thousands of enquiries at once, work 24/7, and give customers quick and accurate answers. For example, many dental and healthcare practices now use AI receptionists to book appointments and send reminders. There are market leaders, such as InTouchNow, which is being used up and down the country, helping practices manage high volumes of calls at the same time.
In fact, according to the UK’s Department for Science, Innovation and Technology, 15% of businesses were using some form of AI in 2023 — and the number is growing every year.
The Cyber Risk Behind the Scenes
But as more companies use AI, they must also think about cyber safety. AI systems often collect and store private customer information — names, email addresses, payment details, and sometimes even medical data. If these systems are not properly protected, hackers could break in and steal this data.
A report by the UK’s National Cyber Security Centre (NCSC) warned that cyber attacks are becoming more advanced, with criminals now targeting AI systems specifically. In 2022 alone, over 39% of UK businesses reported a cyber breach or attack, according to the Cyber Security Breaches Survey.
How Can Businesses Stay Safe?
To protect customer data, businesses must take cyber security seriously. The first step is to use AI tools that are built with security in mind. This means using platforms that offer data encryption, secure cloud storage, and strong access controls. Businesses should also choose software from trusted providers, ideally ones that follow UK GDPR rules for data privacy.
Regular updates and patches are also key. Hackers often look for weaknesses in outdated software. Keeping AI systems up to date reduces the risk of someone breaking in. It’s also important to back up data regularly, in case the system is hacked or crashes.
Staff training is another important part of cyber safety. Employees should know how to spot phishing emails, avoid risky links, and report any suspicious activity. Many cyber attacks start with a simple human mistake, so awareness training can prevent major problems.
Working With IT Experts
Smaller businesses may not have in-house tech teams, but they can still protect their systems by working with IT security experts. These professionals can test for risks, set up firewalls, monitor systems, and make sure everything is as secure as possible. Some companies also hire “ethical hackers” to test their systems and find any gaps before a real hacker does.
Ethical hackers are no longer just guys working in their parent’s basements. They are legitimate companies formed under the guise of penetration testers or cyber defence services, available from organisations such as Jumpsec, Rosca or Redscan.
How AI Should Balance Innovation and Safety
AI marketing is powerful and efficient — there’s no doubt about that. But security must grow alongside technology. Customers trust businesses with their personal details, so it’s vital to keep that trust by protecting their data. With the right systems, regular checks, and trained staff, AI can be both a helpful tool and a safe one.
As the UK moves forward with AI adoption, smart businesses will be the ones who balance innovation with responsibility.