Just like every other industry, the advertising industry is also embracing the opportunities that generative AI technology brings. As this evolving technology helps advertisers sharpen their work in various ways, the use cases of generative AI in marketing are only expanding by the day.
While artificial intelligence has grown in popularity, some brands have already started to worry about the risks. A lack of regulation in this space creates an uncertain environment for experimentation, with problems such as copyright and data security still unresolved.
For example, several clients of BBDO, the US-based advertising agency, declined work done with AI. This reaction prompted the BBDO CEO to send out an internal memo recently alerting employees not to utilise AI without prior client consent.
As an impact of this concern, the Association of National Advertisers (ANA) has released an updated version of its media agency contract agreement to help advertisers set up transparent contracts with media buying agencies. An updated template implies that an agency that wants to use artificial intelligence tools in its work for a client must first obtain consent from that client.
Particularly, the ANA's requirement comes as more agencies build AI solutions to stay up-to-date with innovation.
Some of the recent collaborations and partnerships made are: