As AI spreads across the marketing landscape, data’s role will be key to success or danger

As artificial intelligence’s ubiquity intensifies pretty much anywhere you look across the marketing and media landscape, there’s a growing awareness that there are risks inherent in this ultra-powerful new technology. Whether enough steps are being taken to mitigate risks remains a huge question mark.

Agency holding company Publicis Group announced on Monday it’s the first of its competitive set to join the Coalition for Content Provenance Authority (C2PA), to advocate for responsible use and management of AI (especially generative AI). It’s similar to what the Global Alliance for Responsible Media (GARM) did for raising awareness of and securing brand safety.

Comprised of several major ad tech, software and media firms, including Adobe, Microsoft, Intel and the BBC, C2PA was formed in 2020 to “advance the future of responsible digital media creation, publication and sharing,” as described in Publicis’ announcement.

The coalition is working to build and standardize frameworks for content verification, while also building tools to protect the authenticity and provenance of AI assets for creators, as well as brands and even consumers. Members are chosen in part for the solutions they can bring to the table. For example, coalition member Truepic has a mobile software development kit (SDK) that can provide a digital “signature” to verify the authenticity of a photo.

“We started to view [generative AI] as something that starts to quickly impact huge populations and [ad] spend, potentially in very concerning ways,” said Jem Ripley, CEO of Publicis Digital Experience. “That’s what really led us down the path of wanting to be a part of helping to solve this problem.”

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As AI spreads across the marketing landscape, data’s role will be key to success or danger