EU passes Turnberry deal, but the tech fight starts now


TL;DR

The European Parliament voted 440-151 to ratify the Turnberry trade deal with the US, accepting a 15% tariff ceiling on most exports while eliminating duties on US industrial goods. The deal covers semiconductors, but the unresolved fight over Europe’s DMA and DSA enforcement, which the US has explicitly linked to further tariff relief, is the bigger story for tech.

The European Parliament voted on Tuesday to ratify the Turnberry Agreement, the trade deal struck at Donald Trump’s Scottish golf resort in July 2025. The final tally was 440 in favour, 151 against, with 50 abstentions.

Under the deal, the EU will eliminate most tariffs on US industrial goods. In return, the US caps tariffs on most European exports, including cars, semiconductors and pharmaceuticals, at 15%.

What the deal covers

The legislation implements the tariff elements of the August 2025 joint statement. Zero-for-zero tariffs apply to strategic products including aircraft, certain chemicals, generic medicines, semiconductor equipment, natural resources and critical raw materials.

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A sunset clause terminates the deal on 31 December 2029 unless renewed. A separate safeguard empowers the Commission to suspend concessions on steel and aluminium if the US fails to cut tariffs on those products below 15% by the end of 2026.

A deal nobody wanted but everybody needed

The path to ratification was turbulent. In January, Parliament suspended work on the deal entirely after Trump renewed demands over Greenland.

It unfroze in February, only for Trump to raise auto tariffs to 25% in what critics called a direct breach of the Turnberry ceiling. The final text, agreed between the Council and Parliament on 20 May, added safeguards MEPs had fought for, but many still viewed the result as lopsided.

“Not a good deal,” one trade committee member told TVP World. The asymmetry is plain: the EU eliminates most import duties while the US keeps a flat 15% on nearly everything coming from Europe.

The tech clause nobody is talking about

The deal covers semiconductors, but the larger tech question sits outside the legislation. US Commerce Secretary Howard Lutnick has explicitly linked further tariff relief to the EU weakening its Digital Markets Act and Digital Services Act, the two laws that impose fines of up to 10% of global turnover on US tech giants.

Trump’s February 2025 executive order branded European digital services taxes “overseas extortion.” The Turnberry deal does not resolve this dispute, it defers it.

The timing is charged. The EU AI Office gains full enforcement power on 2 August, just weeks after Tuesday’s vote, with the authority to fine companies up to 3% of global turnover for violations of its general-purpose AI rules.

Europe’s cloud dependency on US providers has become an explicit bargaining chip in the trade relationship. The EU’s proposed Digital Omnibus Regulation, which would soften several digital enforcement rules, was shaped partly by American trade pressure, according to the ECFR.

Critics argue Brussels is building a tech sovereignty framework with one hand while dismantling it with the other.

What happens next

The vote clears the tariff legislation, but the broader Turnberry agreement includes commitments that remain untested. The EU reportedly committed to purchasing $750bn in American energy exports and delivering $600bn in US-directed investment by 2028, though the Parliament vote covered only the tariff provisions.

The first real deadline is 31 December 2026, when the Commission must report on whether the US has lowered steel and aluminium tariffs as promised. If it has not, the safeguard clause kicks in and the EU can reinstate its own duties.

For European tech, the question is simpler and harder. The Turnberry deal bought time, but whether it bought enough to keep the DMA and DSA intact, or whether those laws become the next concession in a negotiation Europe did not choose, is the fight that starts now.



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ZDNET’s key takeaways

  • Staff who use AI can end up with more to do, not less.
  • Think carefully about the tools you’re using and why.
  • Adopt a set of standards and refine your outputs.

The promise of productivity boosts from AI can come with an unwelcome side order of stress. Harvard Business Review found that AI doesn’t reduce work; it intensifies it, leading to cognitive fatigue and unsustainable hours.

While the common perception is that AI can help reduce workloads, allowing employees to focus more on higher-value and more engaging tasks, HBR’s research found that staff using AI worked more quickly and often ended up with more to do, not less.

Also: Forget productivity: Here are 5 strategic shifts that drive real AI value

While we’ve written about how some professionals are finding ways to turn AI’s time-saving magic into a productivity superpower, we’ve also recognized that some employees have started to become tired with the low quality of AI outputs.

Ankur Anand, group CIO at tech recruiter Harvey Nash, said professionals who want to avoid cognitive fatigue must understand how to use AI effectively and its potential risks.

“That focus will help to reduce the noise around the workload that AI creates,” he told ZDNET, suggesting that many people have unrealistic expectations about the productivity boost that AI will provide.

Also: Why I ditched Copilot for Claude in Word, Excel, and PowerPoint – and how you can, too

“Many organizations are telling their people, ‘We want to understand how you’re making an impact with AI,'” he said. “But these professionals are not empowered, which means that using AI adds a lot of pressure, because they need to prove themselves on their own terms.”

If you’re going to make the most of AI at work, then you’re going to have to find an effective balance between completing tasks quickly and producing high-quality work. 

Here’s how the experts believe professionals can ensure they reap the benefits, not the problems, of AI — and they suggest that you’ll need to focus on three core areas: tools, guidelines, and outputs.

Limit your toolset

Alex Read, senior enterprise product manager for data at energy provider EDF UK, told ZDNET that the best way for professionals to reap the benefits, not the challenges, of AI is to be uber-focused on tools that help you produce value in your roles.

While there are thousands of potential AI-enabled services on the market, Read said sensible professionals limit their horizons.

Also: How this travel company’s AI rollout drove a 73% satisfaction boost: A 5-step playbook for your business

In his own role, for example, Read focuses on how AI can help him build a data platform and update information accurately, efficiently, and productively: “Anything outside of that scope is noise for me.”

That sentiment resonated with Nick Pearson, CIO at technology specialist Ricoh Europe, who told ZDNET it’s important to take a step back and think carefully about how an AI tool can help you produce value in your role.

“If you think about the phrase ‘gen AI,’ the tech is very good, by definition, at generating outputs,” he said. “I could go to bed in the evening, set the model to work, and we could have four new IT strategies produced overnight.”

Also: Worried AI agents will replace you? 5 ways you can turn anxiety into action at work

However, quantity doesn’t necessarily mean quality. Pearson suggested it’s important to focus on AI’s blind spots, particularly as most models are trained on preexisting content.

“AI can’t inspire people, per se; it can’t naturally create something new, because it’s actually quite recursive,” he said.

“And the judgment you have to put in sometimes, on top of everything else, whether it be an ethical or a capability judgment, is not there automatically in the technology.”

It’s in this gap, said Pearson, that human experts play a critical role: “We’re toying with that concern as an organization and saying, ‘Where does AI really play an important role, versus where are we upskilling people in areas that AI probably won’t play for a long time?'”

Work to the guidelines

HBR’s research found that an initial productivity surge when AI is adopted can lead to lower-quality work, turnover, and other problems as people work harder rather than smarter.

To correct this issue, HBR said companies need to adopt an “AI practice,” or a set of norms and standards around AI use that help professionals ensure they use AI in a constrained but productive manner.

Also: 90% of AI projects fail – here are 3 ways to ensure yours doesn’t

At EDF UK, Read is part of an internal AI Center of Excellence in enterprise IT, which enables policy for the effective use of AI across the wider organization. 

In addition to Read, who contributes input from a data-use perspective, the group includes other tech representatives, such as the firm’s senior manager of AI, principal software engineer, and principal solution architect.

“The remit of this center is to make sure that, when the federated business units are looking to build, develop, and deploy AI services, they have platforms, guidance, best practices, architectural assets, and materials to guide them on how to safely and efficiently adopt AI and operationalize it at scale,” he said.

Some of the key themes the center considers when assessing AI tools are scalability and reusability, ensuring a proposed service doesn’t replicate one already in use.

Also: 5 ways to use AI when your budget is tight

“All new tools and services related to AI will go through that hopper and funnel to understand scope and ensure the security, regulatory, and ethical side of things are understood,” he said, suggesting that all professionals should use their organization’s pre-existing guidelines to foster an appropriate exploitation of emerging tech.

“The benefit that guided approach brings is that it allows us to be clear in our messaging around what AI services can be used, how they’re used from a use-case perspective, and ultimately, what personas are allowed to use them.”

Refine your outputs

Even when tools are assessed and considered acceptable, there can still be an overreliance on AI outputs. Worse, some professionals can drown in the insights they receive, leading to higher stress and fewer benefits.

Louise Newbury-Smith, head of UK&I at technology specialist Zoom, told ZDNET that one way to ensure your outputs are constrained is to focus on prompting.

“Use simple amendments to be specific, such as ‘Give me the top three things with the biggest impact.’ That approach should guide your prompt, rather than saying, ‘Give me everything you know about this topic.'”

Also: 5 ways to fortify your network against the new speed of AI attacks

Newbury-Smith said the successful use of AI is all about being smart about how it’s exploited, and that effectiveness comes down to enablement and engagement. If a prompt yields too much information, refine it until you get what you need. She said this should still be faster than trying to get answers without AI.

The basic message for professionals is that effective applications of AI are all about you staying in the loop, said Bernhard Seiser, vice president of digital, data, and IT at AOP Health.

Think before you use AI, and think again before you push your outputs around the organization.

“It doesn’t help the business if you get AI-generated emails that are many pages long, and then you need ChatGPT to summarize the text,” he told ZDNET.

Seiser said that while there are certain tasks generative AI is good at and worth using for, in the end, “you need to use your brain.”





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