The advertising industry has united to form the AI Council of Experts, bringing together leaders from brands, agencies, creative and media.
This is a joint initiative from the Australian Association of National Advertisers (AANA), the Advertising Council of Australia (ACA) and the Media Federation of Australia (MFA).
The council’s first priority will be the development of a clear set of national standards and guidelines for the responsible, ethical, effective, and innovative use of artificial intelligence in marketing, informed by best practice from around the world.
"AI is already transforming our industry and how consumers interact with brands." said Josh Faulks, CEO of the AANA.
"Strong marketing governance is essential to ensuring we build trust with consumers and harness AI in ways that are ethical, effective, and sustainable.
“That's why the AANA, ACA and MFA are leading the charge to unite the industry and create clear guidelines and standards that will guide the future of marketing in Australia."
ACA CEO Tony Hale said AI is reshaping the way we work.
“Now’s the time to set the standards,” he said. “It’s important ACA plays its part to help lead this charge, ensuring our industry uses AI boldly, responsibly and in ways that unlock creative and commercial value.”
MFA CEO Sophie Madden said AI is transforming how businesses and consumers engage and operate.
“It’s essential that agencies and clients collaborate to establish clear, ethical guidelines that build trust and serve everyone,” she said.
“We already have a strong record of working together on critical issues, and joining forces with the AANA and ACA to create an AI Council of Experts reflects the MFA’s purpose of We Are The Changers and our commitment to driving positive change and advancing our industry.”
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