Now marketing chiefs join calls for stronger AI controls

It seems it is not only the artificial intelligence pioneers, Hollywood screen-writers and even Elon Musk who are fearful of the rise of the generative AI; now even marketing chiefs want tighter controls of the tech, too.

So says new research by brand management platform Frontify, which reveals that more than three-quarters (77%) of CMOs are calling for greater governance around how AI is implemented. And, as the volume of generative AI brand spoofs rises, a similar proportion (76%) reveal an unsolicited “fake brand partnership” would be their worst nightmare.

When asked how they would react after discovering a user-generated brand partnership involving their brand, more than a quarter (28%) say they would contact their legal team for advice, with 9 in 10 (93%) CMOs arguing that protecting their brand has become even more important to their job.

However, many CMOs are open to understanding this emerging technology and using it to their advantage.

Never ones to shy away from an opportunity, nearly 40% admit they would use an unsolicited user-generated brand partnership to tap into social discussions and engage with the new audiences this may have reached. One in ten (10%) say they would even consider using the unsolicited creative in their own campaigns.

Despite unease surrounding the use of AI in relation to brands, senior marketers are also open to experimenting with the emerging technology.

In fact, the majority (77%) admit to being “excited” about the rising use of AI in branding, with nearly two- thirds (62%) planning to invest in AI for their marketing programme this year.

A similar proportion (67%) believe emerging tools such as Chat GPT and Midjourney will become established marketing tools. But, AI grows in influence, over three-quarters (77%) of CMOs argue that finding the right balance between protecting your brand and not stifling creativity is key.

Frontify founder and chief executive Roger Dudler said: “Now that anyone with a browser can access publicly available AI tools, the million dollar question for CMOs is, how can they unleash the creative potential of AI at the same time as protecting the equity of their brand?

“CMOs want brands to be at the centre of the conversation, but there’s a need to tread carefully. AI means creative control is more important than ever.”