Part One
The Dilemma of Advertisers: Implementing Ethical AI Governance
Agencies are pumping out refreshed AI governance amidst the boom of generative AI technology. But with the C-suite focused on grand pronouncements, employees grapple with real-world ethical dilemmas that haven't been addressed.
In the storm surge of generative AI, advertising’s flood walls stand in the form of revamped AI governance that guide concerns around transparency, consumer privacy, and the unauthorized use of data. Advertising leaders are directing employees towards AI governance measures, yet they are falling short in providing effective methods to smoothly incorporate these measures into current workflows. With a lack of practical guidance, employees are facing difficult-to-answer, yet fundamental, questions such as: Am I violating consumer privacy by using AI platforms in this work? Is this AI platform referencing biased data? How can I effectively QA this work? Being expected to make use of industry-transforming AI platforms without having frameworks to mitigate their consequences is an anxiety-inducing dilemma.
The disconnection between ethical governance and practical implementation is raising doubts about advertising’s ability to effectively navigate generative AI. And while advertisers are adept at operating in uncertainty, the ethical considerations they are currently facing leave no room for risk. Brands, consumers, and even governments are demanding more from advertisers, exposing the industry’s greatest vulnerability: AI implementation that precedes applicable ethical governance.
