New Era

Future

<p>In the accelerating race of technological innovation, artificial intelligence (AI) has swiftly emerged as a key protagonist. The world’s leading technology behemoths, including OpenAI, Google, Microsoft, and Adobe, have started to recognize the extraordinary potential of leveraging AI technology in various sectors, with media and advertising at the forefront.</p>
<p>With AI&#8217;s ever-increasing capability to synthesize and interpret information, these tech titans have embarked on an ambitious journey to negotiate landmark agreements with prominent media organizations such as News Corp, Axel Springer, The New York Times, and The Guardian. The objective? To use news content as a fundamental resource for training artificial intelligence technologies, specifically those underpinning chatbots like OpenAI&#8217;s ChatGPT and Google&#8217;s Bard.</p>
<p>These negotiations represent a paradigm shift in the AI landscape, with the promise of ushering in a new era of content creation and consumption. The deals under consideration could see media organizations receiving a subscription-style fee for their content, used to hone the technology that drives these increasingly sophisticated AI systems.</p>
<h2 style="text-align: center;" id="a-new-ethical-framework-for-ai-in-advertising">A New Ethical Framework for AI in Advertising</h2>
<p>Concurrently, AI&#8217;s burgeoning presence is revolutionizing another critical sector: advertising. Notably, the emergence of <a href="https://walletinvestor.com/magazinadmin/the-impact-of-fake-news-on-financial-markets-unveiling-the-power-of-ai/">AI-generated</a> influencer content has become a focal point of discussion and scrutiny.</p>
<p><a href="https://twitter.com/Ogilvy">Ogilvy</a>, a renowned marketing agency, has championed a pioneering initiative urging platforms and policymakers to mandate brands to label all AI-generated influencer content. The agency&#8217;s crusade is underpinned by the belief that the effectiveness of influencer marketing hinges on authenticity and trust, elements that could be undermined by the uncontrolled proliferation of AI-generated content.</p>
<p>Ogilvy has proposed the AI Accountability Act, which stipulates that brands must disclose any influencer content generated by AI, using either the hashtag #PoweredbyAI or a dedicated watermark when text is not an option. This pragmatic approach aims to ensure that the advertising landscape remains transparent and trustworthy, even as AI becomes more ubiquitous.</p>
<p>Starting Monday, Ogilvy has taken the bold step of requiring its clients to disclose all AI-generated influencer campaigns. This action underscores the agency&#8217;s commitment to maintaining the integrity of the media channels in an era where AI is increasingly blurring the lines between reality and fabrication.</p>
<blockquote class="twitter-tweet">
<p dir="ltr" lang="en">Why <a href="https://twitter.com/hashtag/Ogilvy?src=hash&amp;ref_src=twsrc%5Etfw">#Ogilvy</a> is leading a crackdown on <a href="https://twitter.com/hashtag/aigenerated?src=hash&amp;ref_src=twsrc%5Etfw">#aigenerated</a> <a href="https://twitter.com/hashtag/influencer?src=hash&amp;ref_src=twsrc%5Etfw">#influencer</a> ads <a href="https://t.co/a5Aok9sW1w">https://t.co/a5Aok9sW1w</a> via <a href="https://twitter.com/TheDrum?ref_src=twsrc%5Etfw">@thedrum</a> &lt; labeling generative <a href="https://twitter.com/hashtag/advertising?src=hash&amp;ref_src=twsrc%5Etfw">#advertising</a> as <a href="https://twitter.com/hashtag/PoweredbyAI?src=hash&amp;ref_src=twsrc%5Etfw">#PoweredbyAI</a></p>
<p>— Neville Hobson (@jangles) <a href="https://twitter.com/jangles/status/1669719457025998854?ref_src=twsrc%5Etfw">June 16, 2023</a></p></blockquote>
<p><script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script></p>
<h2 style="text-align: center;" id="the-future-of-ai-in-media-and-advertising">The Future of AI in Media and Advertising</h2>
<p>As we gaze into the future, it becomes evident that AI-generated content, currently a small fraction of influencer output, is on a trajectory for exponential growth. AI is already a significant part of influencer marketing infrastructure, including identification, payment, and management.</p>
<p>AI&#8217;s rapid expansion and its potential to disrupt established norms has ignited debates on whether there should be a regulation or an ethics framework around the use of AI in marketing campaigns. Although it&#8217;s early in the conversation, policy changes are considered more achievable and impactful than ethical discussions at this stage.</p>
<p>This journey is just beginning, and it&#8217;s crucial to establish a clear foundation and framework for interacting with AI. The objective is to make AI an enabler, not the enemy, in this new era of media and advertising. This will allow us to leverage AI&#8217;s benefits while mitigating potential risks and ensuring that authenticity, trust, and transparency remain at the heart of our media and advertising ecosystems.</p>
<p>In conclusion, as AI continues to transform media and advertising, it brings with it both exciting opportunities and complex challenges. By proactively addressing these challenges and embracing the potential of AI, we can navigate this brave new world with confidence, creativity, and a commitment to ethical and transparent practices.</p>

AI Transforms Media and Advertising: A New Era of Content Creation and Consumption

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