AA AI Taskforce: Ad industry comment and reaction

Artificial Intelligence was put front and centre by the Advertising Association this week when it set up its AI Taskforce for the industry

The aim is to create a set of guidelines, tools and ethical standards around use of the new technology.

So we asked some of our adtech industry leaders for their take on the AA’s new Taskforce…

Suzanna Chaplin, Founder and CEO, esbconnect

“There is certainly a need to develop industry guidelines, with Stephen Woodford, chief executive at the Advertising Association rightly speaking of ‘a critical time for AI and its use, not just in the UK but around the world.

“He has expressed optimism that this might help to develop the UK’s role globally when it comes to AI’s influence on marketing and advertising innovation – something the UK is famous for.

“We do not want that reputation muddied by unethical use of the latest technologies. After all, AI can unlock tremendous potential in advertising and marketing, but it must be used responsibly, and we must harness its potential in a considered way.”

Piero Pavone, CEO, Preciso

“The news that the Advertising Association has set up an AI taskforce to coordinate policy approaches to the technology – seeking to ensure that the industry is a responsible producer, end user and deployer of AI, whilst also analysing the productivity, economic and creativity benefits from using the technology – is welcome.

“The taskforce has said it will work with the Advertising Standards Authority to make sure AI use in advertising campaigns is transparent, legal and ethical.

“We welcome the news. It is only through collaboration that we will ensure that our industry’s use of this ground-breaking technology is positive.”

Pete Wallace, GM EMEA, GumGum

“A coordinated policy approach to the deployment of artificial intelligence in advertising, recognising the need to establish ethical safeguards and develop industry guidelines, is wise.

“We hope such moves continue to recognise the tremendous potential of new technologies to accelerate human creativity and innovation as we continue in this uncharted territory.”

“The Taskforce aims to help to define policy, safeguarding and guidelines and an industry-wide coordinated approach to policy, ethical safeguards and guidelines is no bad thing.

“It is wise to work hand in hand with the Advertising Standards Authority (ASA) where appropriate to ensure the use of AI in advertising campaigns is transparent, decent, and truthful.

“This is an ambitious exercise. As technology develops and AI becomes increasingly more present in the industry’s processes, the Taskforce will also explore potential gains not only for the industry but also the country.”