AI and Advertising — How Brands and Agencies Can Reduce the Risks from Generative Technology

The growing use of artificial intelligence (AI) in advertising comes with a critical question for marketers and agencies: How can they take advantage of this new technology without taking on too much risk?

In the Ad Age article "AI and Advertising — How Brands and Agencies Can Reduce the Risks from Generative Technology," Brian Heidelberger, chair of Loeb's Advertising, Marketing & Promotions practice, outlines the following six strategies that marketers and agencies can utilize:

• Decide whether AI is right for your company
• Determine whether AI output will be public or internal
• Conduct due diligence on an AI tool’s terms and platform
• Determine how to handle legal liability
• Have creative AI output undergo legal review
• Set a baseline for your employees, agencies, vendors and freelancers

To read the full article, please visit Ad Age's website (subscription required).