The Advertising Association recently released a comprehensive report titled ‘Advertising and AI: Showcasing Applications and Responsible Use’ as the first output from its AI Taskforce. This taskforce was established in September 2023 to create a unified approach to AI within the advertising industry and is co-chaired by Google and VCCP.
The report delves into the current landscape of AI in advertising, emphasizing the importance of responsible AI adoption. It includes case studies of successful AI applications by brands such as McDonalds, O2, and Belvita, showcasing the diverse ways in which AI is being utilized in advertising campaigns. From creating an AI candidate for FIFA president to developing outdoor campaigns that can recognize ambulance sirens, the report highlights the innovative use of AI in the industry.
Konrad Shek, the public policy & regulation director at the Advertising Association, stated that the report aims to stimulate discussions around broader industry adoption of AI. With AI being a critical policy area for the government, showcasing the ethical use of AI in advertising provides valuable insights into the future direction of AI technology.
The report also addresses the regulatory challenges associated with AI adoption. The Advertising Standards Authority’s chapter on self-regulation in AI highlights the role of AI in monitoring ads at scale. Additionally, the report discusses sustainability and ethics in AI, emphasizing the need to align business goals with corporate responsibility. It concludes with a 12-point checklist for responsible AI adoption, focusing on transparency, compliance, and ethics.
Alex Dalman from VCCP London noted that responsible AI usage can greatly accelerate human creativity and imagination. By collaborating with the Advertising Association’s AI Taskforce, he hopes to promote wider adoption of AI while inspiring others to embark on their AI journey.
Yves Schwarzbart from Google EMEA highlighted the advertising industry’s leadership in adopting and applying AI technology. The report showcases the significant impact of generative AI on creativity within the advertising sector.
With contributions from over 15 industry experts, the report offers a comprehensive overview of the challenges and opportunities presented by AI in advertising. It serves as a valuable resource for companies looking to benchmark their AI strategies against industry standards.
In conclusion, the report underscores the transformative potential of AI across all aspects of the advertising value chain. By combining human creativity with AI technology, the industry can redefine what is achievable in terms of creativity, business impact, and social good.
Looking ahead, the AI Taskforce aims to continue exploring thought leadership on AI’s impact on the advertising industry, public perceptions of AI, and addressing skills gaps. They encourage industry stakeholders to share their thoughts and comments via email to aitaskforce@adassoc.org.uk.