Using generative AI in advertising

1. Start here

Here is a set of introductory resources for agencies beginning to explore the use of AI, internally and in their client work:

• Checklist for agencies considering using AI
  A quick overview of what to consider before introducing GenAI tools into your workflow or client work.
• Tips for agencies on using GenAI
  Practical considerations for balancing innovation and risk for safe and responsible use of GenAI. 
• Overview of legal issues when using AI for creative content
  A plain‑English guide to the key legal risks that agencies need to be aware of, particularly IP infringement risks. 
• Industry principles for use of GenAI
  Twelve guiding principles for agencies and advertisers on the use of GenAI in advertising, prepared by the IPA and ISBA. 
• Best practice guide for the responsible use of GenAI
  The Online Advertising Taskforce’s AI in Advertising Working Group's best practice guide, which provides practical, operational guidance to help ensure that GenAI tools are used safely, ethically and transparently. 

2. Contracts & commercial guidance

Guidance to help agencies manage contractual risk on AI‑related projects:

• Guidance for client contracts for projects involving the use of GenAI
  Guidance and suggested clauses for projects that involve the use of GenAI.
• Liability and indemnity guidance for agencies using GenAI
  A breakdown of the risks for agencies and advertisers when using GenAI tools in the creation of ads, and how to mitigate those risks. 

3. Templates

Practical templates agencies can adapt for their own use:

• Template AI policy for agencies
• Template Creative Services Framework Agreement (updated to include AI provisions)

4. IPA commentary on UK Government AI policy

The IPA's responses and summaries of key government reviews, consultations and reports:

• IPA comments on Government report on copyright and AI– March 2026
• IPA comments on House of Lords report on AI, Copyright and the Creative Industries– March 2026
• IPA comments on Government response to AI consultation – February 2025
• IPA comments on Government response to AI consultation – February 2024

5. Key legal cases

Significant case law shaping the use of AI in creative and advertising sectors:

• Getty Images vs Stability AI - a UK AI copyright claim– November 2025

6. Further assistance

Please contact us at [email protected] if you need further advice.