Transparency in AI Generated Creative

Increasingly, marketers are grappling with a critical question: when and how should they label and disclose the use of AI-generated and enhanced content in marketing communications? Progress is being held back by three persistent challenges: unclear regulatory obligations, uncertainty about consumer expectations and the absence of established industry best practice.

This paper aims to support brands in navigating these challenges by clarifying what responsible and transparent use of AI in marketing content means in practice. It explains why developing clear internal guidelines is increasingly important, highlights key considerations and tensions brands must address, and offers insights into emerging global best practice.

Drawing on input from advertising self-regulatory organisations around the world, it also sets out initial thinking on how AI-generated content could be disclosed. The objective is to help brands harness the opportunities of Gen AI to drive marketing efficiency and effectiveness, while meeting regulatory and societal expectations for responsible and transparent use.