Demonstrators were seen outside the UK offices of OpenAI, while marketers are actively advocating for increased protections concerning AI tools. The previous conflicts between CMOs and Big Tech over brand safety have concluded, paving the way for a fresh battle centering on “AI safety.”
There is a growing influx of funds into AI-driven platforms that offer to autonomously generate advertisements and determine their placements. This swift transition is causing challenges for some CMOs who are eager to comprehend how these AI platforms impact metrics like revenue, customer acquisition, and brand value.
Efforts across various industries are emerging to call for enhanced transparency from tech giants like Google and Meta. Industry associations are urging more decisive measures regarding transparency in AI ad auctions and the responsible utilization of AI tools in marketing.
Several recent advancements include:
– The Media Rating Council introduced a framework this year to enhance transparency in online ad auctions utilizing machine learning and AI.
– The Interactive Advertising Bureau issued a white paper last month discussing the use of agentic AI systems in video ads, suggesting guidelines and deeper insights into AI-driven decision-making.
– The International Chamber of Commerce released a guide in March focusing on the ethical application of AI tools in advertising and marketing.
Marketers and their agencies are proceeding cautiously as they aim to steer clear of potential political or legal entanglements similar to what GARM experienced. Following an antitrust lawsuit by Elon Musk’s X, GARM — known for establishing brand safety protocols — disbanded in 2024, leaving a lingering sense of unease within the industry.
As revealed through leaked emails during a Republican-led inquiry and X’s lawsuit, discussions around “brand safety” have become sensitive, with many avoiding direct references to evade potential backlash. Analysts predict that another organization focused on brand safety is unlikely to emerge following GARM’s demise.
According to Jamie Barnard, formerly of Unilever and now leading privacy tech company Compliant, the current focal point for businesses has shifted from issues like ethics, DE&I, and sustainability towards AI-related concerns, particularly significant for CMOs. The pace of government regulation is notoriously sluggish, prompting Barnard to emphasize the importance of buyers taking charge in regulating AI’s impact on the advertising sector.
Industry leaders are cautious about inadvertently stepping into political quagmires. A senior executive from a media agency deeply engaged in cross-industry AI safety initiatives emphasized that communications are being handled methodically to avoid contentious topics such as inherent biases in AI-powered ad algorithms.
The objective is to maintain an approach that is as neutral and non-political as possible.