How media agencies are tightening brand safety and transparency measures as influencers tap AI

With greater use of artificial intelligence across influencer marketing and social media, media agencies are having to prioritize transparency and tighten brand safety measures when working with influencers.

Content creators and agencies are continuing to experiment with generative AI images and sounds to social media filters and AI influencers – which comes with more ethical and legal considerations when it comes to publishing content. For agencies and their clients, the risk of not disclosing use of AI content can lead to damage of the brand and its reputation. And for influencers, it could hurt their authenticity and engagement with followers.

“The biggest consideration for an agency, and the partners we engage with, is always around the attribution concerns of AI,” said Alexis DeBrunner, associate strategy director at IPG agency R/GA.

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