The European regulation on artificial intelligence (regulation (EU) 2024/1689, published in the Official Journal on July 12, 2024) has changed the very nature of the debate on AI in business. Talking about business trends in 2024 first means acknowledging that regulatory compliance now drives technological adoption, not the other way around. General management that still treats AI as a mere productivity lever is accumulating measurable legal risk.
European AI Regulation: What Companies Need to Inventory
The text requires organizations to identify and classify their AI systems according to risk levels. This obligation is not limited to tools developed in-house: it also covers solutions purchased from external providers, including modules integrated into a CRM or marketing automation tool.
We observe that most SMEs have not yet mapped these uses. A customer service chatbot, a product recommendation engine, a lead scoring system – each of these devices potentially falls within the scope of the regulation. Inventorying is the first step, and it engages both legal and technical teams.
The analyses available on the website www.actuenvrac.com detail several of these regulatory changes applied to the daily operations of French companies.
The compliance timeline spans several phases, but companies using systems classified as high risk (automated recruitment, credit scoring, biometric surveillance) must document their practices now. Waiting until the deadline exposes them to sanctions and a compliance debt that is difficult to resolve.
Cybersecurity and NIS2 Directive: The Supply Chain as Scope
The European NIS2 directive was to be transposed into member states before October 17, 2024. Its scope is significantly broader than that of the previous directive: it affects sectors that were previously little concerned by formalized cybersecurity obligations.
The main break lies in the responsibility extended to subcontractors and partners. A company compliant with its own information system remains exposed if a critical supplier does not meet the same standards. We recommend integrating verifiable security clauses into supplier contracts, along with periodic audits.
Operational Vigilance Points for Companies
- Map suppliers with direct or indirect access to the information system, including SaaS providers and connected logistics partners
- Establish a security incident notification process compliant with the deadlines imposed by the directive, which requires rapid alerts to the competent authorities
- Train management teams on cybersecurity governance obligations, as NIS2 engages the personal responsibility of executives in case of serious breaches
This trend transforms cybersecurity from a technical subject driven by IT into a governance issue addressed at the executive committee level.
Digital Resilience in the Financial Sector: The DORA Regulation
The DORA (Digital Operational Resilience Act) specifically targets financial companies – banks, insurers, asset management firms, payment service providers. It imposes rigorous formalization of resilience testing, continuity plans, and risk management related to third-party technology providers.
DORA requires testing operational resilience through realistic attack scenarios, not just through documentary audits. Institutions must prove their ability to maintain critical services in the event of a major outage or coordinated cyberattack.
For fintechs and neobanks, this requirement represents a significant compliance cost but also a competitive advantage: corporate clients increasingly prefer financial partners capable of demonstrating their operational robustness.
Online Commerce and Customer Experience: What Really Differentiates in 2024
E-commerce remains a growth area, but the levers of differentiation have shifted. Simply having an online presence is no longer enough. Consumers expect a consistent shopping experience across physical and digital channels, which the sector refers to as an omnichannel strategy.
Delivery has become as much a decision criterion as price. Companies that master their last-mile logistics capture a disproportionate market share compared to those that outsource without quality control.
Content and Networks: Marketing That Still Delivers Results
Content marketing on social media has reached a saturation point. The brands that stand out in 2024 are those that produce specialized, high-value content rather than generalist content with high publication frequency.
- Long formats (podcasts, technical articles, industry webinars) generate more sustainable engagement than short posts optimized for the algorithm
- Affiliate marketing is professionalizing with increased transparency requirements towards consumers
- Direct sales strategies via social media work primarily for products with a short purchase cycle and moderate price
The return on investment for content is now measured over several months, which requires companies to rethink their short-term performance indicators.
The business trends of 2024 are not just a list of technologies to adopt. They are European regulatory constraints (AI Act, NIS2, DORA) that restructure operational priorities, combined with increased maturity of online consumers. Companies that treat these issues as checkboxes will lose ground to those that make them sustainable strategic axes.
