Taskforce reinforces vital role of responsible AI adoption

The Advertising Association is launching the first output from the AI Taskforce with a new report which outlines the AI context and opportunity, as well as the importance of responsible adoption of the technology.

The AI Taskforce was established in September 2023 to develop a cohesive industry approach towards AI, is co-chaired by Google and VCCP, and drawn from the Advertising Association’s wider membership.

“Advertising and AI: Showcasing Applications and Responsible Use” takes a wide-ranging look at the issues and practicality of AI adoption within advertising. It then moves on to ‘AI in Action’, a section which includes six in-depth case studies of well-known brands, including McDonald’s, O2 and Belvita. From the creation of an AI candidate for FIFA President, to an outdoor campaign trained to recognise the sound of ambulance sirens, this section of the report illustrates how AI is already being used effectively in advertising campaigns.

Advertising Association public policy and regulation director Konrad Shek said: “This new report is intended to inform discussion on the wider industry adoption of AI. We know that AI is a critical policy area for the new government, and by showcasing how the advertising and marketing industry is using AI, as well as detailing how the industry is tackling the ethical challenges of responsible use, we can provide valuable insights into the future roadmap for AI.”

The report also looks at the issues around regulation. The Advertising Standards Authority’s chapter on self-regulation in AI highlights the key role AI is already playing, with their Active Ad Monitoring system, which captures ads at scale. Sustainability and ethics are also featured in a way that acknowledges the challenges of AI and the need to align business objectives and corporate responsibility. It concludes with a 12 point checklist for responsible AI adoption, which encompasses key priorities around transparency, compliance and ethics.

Google EMEA advertising industry relations manager Yves Schwarzbart said: “Advertising as a whole has not only been an early adopter of many of the advances made by AI, but also been a clear leader in applying the technology. Generative AI’s ability to let everyone tap into its hugely promising creative potential has perhaps been its most dramatic impact on the advertising industry to date and this report highlights some great work in this space.”

With over 15 contributors from across the advertising industry, the report is designed to provide a clear picture of the challenges and opportunities AI brings and how these are being addressed. Given the fast-moving nature of AI, this report is a snapshot in time of industry developments. It emphasises and shares foundational learnings and value, especially to those companies wanting to benchmark their own trajectory against the wider industry.

In its conclusion, the report also notes the transformative impact AI can have across the entire advertising value chain – from strategy and ideation to production, media execution, and regulatory compliance. It notes that: “By thoughtfully combining human and AI, as a form of co-intelligence, we can reshape what is possible in creativity, business impact, and social good.”

Beyond the report, taskforce members have expressed an interest in bringing together thought leadership on the impact of AI on the advertising industry, public attitudes to AI, and addressing the skills gap.