Generative AI sparks brand safety concerns marketers know all too well

The speed at which marketers are adopting AI-powered tools is moving faster than rules and regulations can keep up. Inadvertently or not — the ad industry at-large has put concerns over intellectual property, brand misuse and other long-term risks in the rearview as it chases speed and scale.

Brands and agencies are rapidly adopting AI tools to boost productivity and find efficiencies, without a playbook to account for AI’s ripple effects — from spoofs to fake ads. This, despite the inconsistencies AI use is introducing to workflows — from measurement issues to the number of partners everyone is working with (and in what capacity).

“Anything’s fair game,” said Ryan Meegan, co-founder and CMO at Dude Wipes, a flushable wipes brand. “You can’t really control that.” Anyone with an AI image generation tool subscription could replicate a brand campaign.

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