12 guiding principles for AI in advertising

The Institute of Practitioners in Advertising (IPA) and The Incorporated Society of British Advertisers (ISBA) have launched industry principles for the use of artificial intelligence in advertising.

The twelve principles ensure AI is embraced an ethical way that protects both consumers and those working in the creative sector, covering issues around transparency, intellectual property rights, and human oversight.

Richard Lindsay, director of legal and public affairs at IPA, said the exponential growth of AI has brought huge opportunities along with a wealth of challenges.

“Generative AI will undoubtedly be transformative for our industry, but it is vital that it is used in an ethical, responsible, and legally compliant way.

“These principles, which we have worked on with our colleagues at ISBA, are designed to help agencies and advertisers navigate that process and continue to produce outstanding creative work while taking advantage of the remarkable new tools available to them,” said Lindsay.

Lindsay added the importance of AI was reinforced by this month’s AI Safety Summit, a global event bringing together international governments, tech giants, and experts.

“AI could help us create transformational marketing … or it could exacerbate existing crises in trust and transparency which already plague the industry,” said Rob Newman, director of public affairs at ISBA.

The IPA and ISBA are considering publishing additional best practice guidance around the use of AI in the future.