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
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The Council is seeking feedback by 31 October.
The Council was formed in May by the Australian Association of National Advertisers (AANA), Advertising Council of Australia (ACA), and the Media Federation of Australia (MFA).
Sophie Madden, CEO of the MFA, said AI brings immense opportunity as well as significant responsibility.
“The AI Council is setting a clear, ethical framework so our industry can innovate with confidence – protecting consumers and the sustainability of our ecosystem. Guided by our commitment to driving positive change and advancing the industry, these draft guidelines are turning intention into action and ensuring the standards we set are robust, practical, and reflect the needs of the whole marketing community,” she said.
Tony Hale, CEO of the ANA, noted that creativity and technology must evolve together.
“The aim is to help our industry adopt AI in ways that respect talent, intellectual property and community values.”
Josh Faulks, CEO of the AANA, added: “The Council was created to provide leadership for our industry in the ethical use of AI in marketing and these draft guidelines are an important first step. They give marketers the practical principles they need to responsibly innovate with AI while protecting consumers and maintaining trust in our industry.”
Feedback can be submitted to aanaregulatory@aana.com.au between now and 31 October.
