Key Takeaways from the Advertising Roundtable at Loeb & Loeb’s Chicago AI Summit

On July 14, I had the pleasure of hosting the advertising roundtable at Loeb’s Chicago AI Summit 2026, where in-house counsel from major brands and agency-side lawyers joined us to discuss how AI is reshaping the creative process and the legal risks that come with it. As you update your AI governance and content policies, here are key themes and takeaways we’re seeing in practice.

• AI disclosures were a major topic. Should brands adopt a single, uniform disclosure approach across all platforms, or tailor disclosures to each channel? New York’s synthetic performer law, effective since June 9, sets new requirements for advertisers reaching New York audiences. Other states are quickly following: Pennsylvania’s HB 95 and SB 806 have each cleared one chamber, Hawaii’s HB 2137 awaits the governor’s signature and California’s SB 1050 is advancing in the legislature. The group’s consensus leaned toward over-disclosing as the legally safer route, but there’s real concern that excessive disclosures might foster consumer skepticism rather than build trust.

• When is a disclosure really necessary? We repeatedly returned to the question of when disclosure is actually required. Is it triggered by any GenAI involvement in the creative process, only by AI content in the final deliverable, or only when AI use is “material” to a consumer’s understanding of the ad? There are differences between platform ad policies and statutory triggers like New York’s, which focus on actual knowledge and the final asset, not just the production process.

• Compliance and training. On compliance guidance and training, everyone agreed that short, scenario-based materials outperform lengthy policy memos. A mix of formats—quick-reference cards, short videos and decision trees—resonates far better with creative teams than a single document. Ongoing trainings are increasingly essential, given the pace of regulatory change.

As you revisit your AI governance and content policies, keep these takeaways in mind. Loeb is actively advising clients on practical compliance strategies, drafting dynamic documents and supporting ongoing education so your organization stays ahead as standards evolve. Reach out for guidance tailored to your needs.