AI in Marketing

Shadow AI

Employees using unapproved AI tools at work, creating risks of leaking confidential or customer data and off-brand outputs.

By Brandon MinaCEO, BrandPilot AIUpdated November 2026

Short answer

Shadow AI is the use of unapproved AI tools by employees at work, outside the oversight of IT or legal teams. It creates risks such as leaking confidential or customer data into third-party systems, violating privacy rules, and producing off-brand or inaccurate outputs. Clear policies and approved tools help organizations reduce these risks.