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AI in the CRM: marketing consent and Article 398 of the Polish PKE
Short answer
AI in the CRM can prepare a draft message, and the consent recorded in the CRM decides whether you may send it: its source, wording, scope, channel and any withdrawal. In Poland, Article 398 of the Electronic Communications Law as a rule requires prior consent to commercial information. At Syntalith the automation costs from €3,000 net, and with 1,500 contacts to check a month at 3 minutes each it pays back in 1.4 months.
How we workDetails ↓
- 01Call30 minutes with an engineer, free
- 02PrototypeA working system on your process and data, free
- 03ImplementationTarget and fixed price in the contract; 50% at signing
- 04Acceptance50% once the agreed target is met
- analysis with an engineer and a free prototype
- €0
- team in ChatGPT or Claude, up to 10 people
- from €1,150
- automation, agent or application for one process
- from €3,000
We belong to the OpenAI and Anthropic partner programmes and learn through their official courses. What this means ↓
Author: Syntalith · 3 min read
Statistics
Marketing and data in Poland: statistics 2026
1.4 mo.
payback of a €3,000 automation at 1,500 contacts to check a month: €2,618 of work today, €531 with checking and the model. Scenario.
95.9%
According to UODO, the Polish data protection authority (2026), 95.9% of surveyed Polish organisations do not consider themselves ready to roll out AI in line with the GDPR.
41–58.5%
According to UODO, the Polish data protection authority (2026), 41% to 58.5% of Polish organisations see no link between AI tools and the processing of personal data.
11.1%
According to Statistics Poland, GUS (2026), 11.1% of Polish companies use AI in marketing and sales.
Source: GUS, Społeczeństwo informacyjne w Polsce w 2026 r. (2026) ↗
27%
According to ESET and DAGMA (2026), only 27% of Polish companies have a written policy on using AI.
Source: ESET and DAGMA, Cyberportret polskiego biznesu 2026 (2026) ↗
Figures checked: 22 October 2026
One „marketing: yes” field loses important information
A recipient signed up for the newsletter and later asked for a quote for one service. The CRM merges these events into the status „active lead” with the field „marketing: yes”. A salesperson sees the consent and adds the person to a campaign about a different service. Yet the consent covered the newsletter, and a request for a quote is no consent to every offer.
In Poland, Article 398 of the Electronic Communications Law as a rule requires the prior consent of the subscriber or end user to the use of the means of communication it lists for direct marketing. You settle how a specific message qualifies with a lawyer. The automation shows whether the CRM holds the information needed for that assessment.
| Information in the consent log | Why it is needed |
|---|---|
| Source and time of the event | to reconstruct how the consent was obtained |
| Wording and version of the consent | to assess its scope |
| Entity, purpose and channel | to link it to the planned contact |
| Withdrawal or objection | to stop further actions |
| Sync with other tools | so an old list does not bring back an excluded recipient |
- Consent withdrawn after the campaign list was prepared
- Duplicates with different consents merged
- An old file re-imported with an excluded recipient
- A draft approved without checking the basis for contact
An employee's approval of a draft does not prove that they checked the basis for contact. The correctness of the text and letting a recipient into the mailing are two separate checks.
What a CRM consent check costs and when it pays back
- Today
- 1,500 contacts to check × 3 min = 75 h (€2,618)
- With the system, a person checks the output in 20% of the time
- €524
- Model, 1 call per case, Claude Sonnet 5.5
- €7
- Cost of one case
- €1.75 today, €0.35 with the system
- Saving
- €2,087 a month
Payback of €3,000
1.4 months
The volume, the time and the checking share are the scenario's assumptions. €34.90 an hour is the EU average hourly labour cost for 2025 according to Eurostat. Model: 1,500 input tokens and 200 output tokens per call at Anthropic's rates, converted at the ECB rate of 1.1205 USD per euro on 22 October 2026. The time covers checking the source, scope and withdrawal of consent before a contact is added to a campaign.
The count covers the work around each case: searching, reading, writing and handing over. What remains is the time to check the result, 20% of today's work in the scenario. Before the quote we measure both times on 20 to 100 cases the team has already handled, in a free test that takes 5 working days.
Check withdrawals outside the CRM too
First check what your CRM and mailing tool can do. If they store consent events and block contact after a withdrawal, configuring them is enough. The EDPB describes the basics of data protection for small businesses, including the rules on consent. An automation makes sense when consents come from several sources and a withdrawal in one tool does not reach the others.
The CRM and mailing tool store consent events
configure your current tools
no build
Consents from several forms and lists
one log of consent events
an automation
AI campaigns on many lists, several tools
an automated consent check before sending
from €3,000
Where to start
The client provides approved rules and names a person who settles unclear cases. For the first call, a description of the path from the form to the mailing is enough. We build this kind of system as part of our AI automations. For the free process review, a description of one case from the last few weeks and the tools it went through is enough. You do not need to send confidential documents, and you receive a written plan within 2 working days.
Worked example · Scenario
How we count the payback: a CRM with AI
We run the same count for your CRM in the free process review.
€931
a month for entering 400 CRM updates by hand
Payback: 3.8 mo.
4 minutes per CRM update and checking in 15% of the old time are our assumptions. €34.90 an hour is the EU average hourly labour cost for 2025 according to Eurostat, for companies with 10 or more employees. Model cost: Claude Sonnet 5.5, about 3,000 + 500 tokens per update, at the ECB rate of 1.1205 USD per euro on 22 October 2026. The extra margin is a scenario: we assume that 1 in 400 updates that get lost today ends in an order, with a margin of €459. In the review we count it on your sales process.
See the full calculation →
