Meta vs. NOYB: A GDPR showdown over AI Data

Meta reignited controversy in Europe by announcing plans to use public Facebook and Instagram content from EU users to train its AI models beginning May 27, 2025, relying on a “legitimate interest” under the GDPR rather than explicit opt-in consent.

The privacy protection associations Verbraucherzentrale and NOYB, founded by Max Schrems, each issued formal cease-and-desist letters—Verbraucherzentrale in late April warning Meta to halt its data-harvesting plans or face legal action, and NOYB on May 14 setting a May 21 deadline for Meta to adopt an opt-in model under threat of a collective redress suit under the EU’s new directive.

Meta remained publicly silent past that date, prompting NOYB to prepare a legal challenge before the Austrian data-protection authorities. If successful, this action could trigger injunctions forcing Meta to suspend its AI training programs, dismantle models trained on improperly obtained data and face multibillion-euro fines.

Even if the courts ultimately side with Meta’s “legitimate interest” claim, the case will have raised the bar for future AI-driven data use, underscoring the need for all organizations to scrutinize their legal bases, reinforce consent-management systems and embed privacy-by-design into every AI initiative.

As the proceedings unfold, companies across Europe should monitor the outcome closely and be prepared to adapt their data-processing practices to a more stringent consent regime.

TREND TRACKER

Edge AI goes mainstream: real-time intelligence at the device level

Edge AI—running machine-learning inference directly on devices such as gateways, sensors or smartphones rather than in the cloud—is gaining traction thanks to advances in efficient model architectures and specialized hardware.

Over the past year, leading chipmakers have released new neural processing units that deliver on-device inferencing at scale, and major software frameworks now support seamless deployment to edge environments.

This trend promises lower latency, reduced bandwidth costs and stronger data sovereignty by keeping sensitive information on premises. Early adopters in manufacturing and logistics have already reported 20–30% improvements in real-time analytics throughput and demonstrable gains in operational resilience during network outages.

Want to learn more?

• CDO Trends - Edge AI: The Disruptor We Didn't See Coming

• Forbes - The Edge Of AI: Predictions For 2025

• WeVolver - The 2025 Edge AI Technology Report

QUICK INSIGHT

How to stand up an effective AI Ethics Committee

AI ethics refers to the principles and practices that ensure artificial intelligence systems operate fairly, transparently and without unintended harm. An AI ethics committee is a cross-functional body charged with overseeing these practices, embedding ethical considerations into every stage of model development and deployment. It serves to identify risks, guide governance policies and document decisions so that your organization can innovate confidently and responsibly. Here’s a simple guide to standing one up:

1. Form a balanced team: invite representatives from IT, legal, HR and business units to capture technical, regulatory and human-centric viewpoints.

2. Define scope and mandate: establish clear responsibilities for reviewing data usage, assessing fairness and approving AI governance policies.

3. Institute lightweight processes: adopt a templated review workflow and decision log to ensure rapid, consistent ethical assessments without blocking delivery.

4. Schedule periodic reviews: align assessments with major model updates or new data sources to keep ethical guardrails in step with evolving capabilities.

5. Communicate and train: share committee findings and best practices across your teams to foster a culture of accountability and continuous learning.

WHO IS BABINI MAZZARI

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Babini Mazzari is the strategic IT partner for European companies looking to navigate digital transformation in a structured, pragmatic, and sustainable way.
We don’t just deliver technical solutions — we work as an extension of your internal team, helping you integrate systems, optimize processes, and lead change with clarity and competence.

Our approach is built on listening, transparency, and a strong results-driven culture. Whether you're scaling, modernizing, or rethinking your operating model, we support every client with the right tools, clear methodology, and long-term vision.
Above Technology. Beyond Solutions.

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