Feedback wanted on draft industry guidelines for ethical AI use
Three industry bodies have come together to create the Responsible AI In Marketing Council
As artificial intelligence permeates into all aspects of media and marketing, the Responsible AI In Marketing Council is seeking industry feedback on its draft Industry Guidelines on Ethical AI Use in Marketing.
The Council — a joint effort of the AANA, MFA and ACA — said the Guidelines are the first major step towards the new organisation providing industry-wide guardrails that protect consumers, uphold brand integrity, and align practice with Australian law and global best practice. It said it needs to “ensure that AI is used in ways that build, rather than undermine, public trust in advertising”.
The draft Guidelines can be found here. The document currently offers up nine suggestions:
- Advertisers and agencies should develop their own policies to ensure their use of AI is transparent and understandable to audiences
- Advertisers and agencies should ensure accuracy and reliability in their use of AI
- AI should not be used in ways that perpetuate unfairness, exclusion or discrimination
- The use of AI should respect and protect individuals’ Privacy rights and Data Protection
- Advertisers and agencies use of AI should uphold intellectual property rights and copyright laws
- Advertisers and agencies should consider the potential impact of AI tools on the environment and society
- AI should only be used when it is safe, secure and suitable for businesses and consumers
- Advertisers and agencies should consider the potential impact of AI on employment and talent
- Advertisers and agencies should commit to continual monitoring and evaluation
