The Advertising Association has unveiled the inaugural report from its AI Taskforce, titled ‘Advertising and AI: Showcasing Applications and Responsible Use’. Established in September 2023, the taskforce, co-chaired by Google and VCCP, aims to forge a unified industry approach to AI.
This report dives into the current and potential roles of AI in advertising, underlining the importance of responsible AI integration. The ‘AI in Action’ section is particularly captivating, with six in-depth case studies from major brands like McDonald’s, O2, and Belvita. These examples highlight cutting-edge AI applications, from creating an AI candidate for FIFA President to an outdoor campaign that recognises ambulance sirens.
Konrad Shek, the Advertising Association’s Public Policy & Regulation Director, emphasised that the report is designed to spark discussions on industry-wide AI adoption. He noted, “AI is a crucial policy area for the new government. By showcasing AI’s use in advertising and tackling the ethical challenges of responsible use, we provide valuable insights into the future roadmap for AI.”
The report also addresses regulation, featuring a chapter by the Advertising Standards Authority on self-regulation. This chapter highlights AI’s role in their Active Ad Monitoring system, which captures ads at scale. It discusses sustainability and ethics, urging businesses to align their objectives with corporate responsibility, and concludes with a 12-point checklist for responsible AI adoption.
Alex Dalman, Managing Partner and Head of Social & Innovation at VCCP London, shared his enthusiasm: “In 2023, VCCP launched faith, our generative AI agency. We believe that responsible AI use can significantly enhance human creativity and imagination. This report, and our work with the AI Taskforce, aims to encourage widespread, responsible AI adoption and inspire others on their AI journeys.”
Yves Schwarzbart, Advertising Industry Relations Manager at Google EMEA, added, “The advertising industry has been a frontrunner in adopting AI and applying its advancements. Generative AI’s capacity to unlock creative potential has had a profound impact, and this report showcases some outstanding work in this area.”
With contributions from over 15 industry experts, the report offers a clear picture of AI’s challenges and opportunities. It serves as a benchmark for companies looking to align their AI strategies with industry standards.
The report concludes by highlighting AI’s transformative potential across the entire advertising value chain, from strategy and ideation to production, media execution, and regulatory compliance. It advocates for combining human and AI intelligence to reshape creativity, business impact, and social good.
Beyond the report, Taskforce members are eager to foster thought leadership on AI’s impact on the advertising industry, public attitudes towards AI, and addressing the skills gap. The Advertising Association invites the wider industry to share their thoughts and comments via email at aitaskforce@adassoc.org.uk.