Is AI cold email legal in the UK?

Which rules apply?

Two sets of rules apply. PECR covers electronic marketing, including email. UK GDPR covers how you use personal data, such as a name and work email address. Both apply whether a person or an AI wrote the message.

What is the difference between corporate and individual subscribers?

PECR treats emails to corporate subscribers, such as a limited company, differently from emails to individual subscribers, such as sole traders and some partnerships. Individuals generally need to have consented, with limited exceptions. Check which applies before you write.

What do you usually need to do?

• Have a lawful basis for using the data, and be able to explain it. Legitimate interest is commonly used for B2B outreach.
• Say clearly who you are.
• Make the message relevant to the person's role.
• Include an easy way to opt out, and honour it quickly.
• Keep a suppression list of people who asked not to hear from you.
• Keep personal data accurate and only as long as you need it.

Does using AI change anything?

The rules are the same, but you remain responsible for what is sent. That is a good reason to approve messages before they go.

Where should you check?

The Information Commissioner's Office publishes guidance on direct marketing. For your own situation, take legal advice.