The IPA and ISBA have announced twelve guiding principles for agencies and advertisers on the use of generative AI in advertising.
The principles are broad-brush and designed to ensure that the industry embraces AI in an ethical way that protects both consumers and those working in the creative sector. They cover issues around transparency, intellectual property rights, human oversight and more.
These principles are not exhaustive and apply only to the creative process rather than other areas of the industry. The IPA and ISBA will consider publishing additional best practice guidance around the use of AI in other areas in due course.
Says Richard Lindsay, Director of Legal & Public Affairs, IPA: "The use of AI has grown exponentially in all industries, bringing with it huge opportunities as well as a wealth of new legal, regulatory and ethical challenges that need to be understood and addressed. The importance of AI is evidenced by the Government’s bringing together of world leaders and tech giants at this month’s AI Safety Summit.
Generative AI will undoubtedly be transformative for our industry, but it is vital that it is used in an ethical, responsible, and legally compliant way. These principles, which we have worked on with our colleagues at ISBA, are designed to help agencies and advertisers navigate that process and continue to produce outstanding creative work while taking advantage of the remarkable new tools available to them.
Says Rob Newman. Director of Public Affairs, ISBA: "From individual brands to trade bodies, in sector after sector of the economy, people are scrambling to work out what the AI revolution means for them. In many ways, the jury is out. AI could help us create transformational marketing … or it could exacerbate existing crises in trust and transparency which already plague the industry.
"We’re pleased to have made this start on laying down some guardrails so that AI doesn’t create new problems, but contributes towards the trusted and responsible advertising environment that the public, regulators and lawmakers want to see."Download IPA/ISBA AI Principles