A new report shows that more and more companies are beginning to worry that advertisers willGenerative AIIn this “cold war” between human artists and generative AI, businesses have become unexpected allies. Some companies have reportedly expressed concerns about advertisers integrating generative AI into their workflows, leading them toAdvertising AgencyThe signed contract included a clause that “no artificial intelligence, no cooperation”.
Source Note: The image is generated by AI, and the image is authorized by Midjourney
According to Adage, companies are beginning to demand enhanced AI safeguards in their contracts with advertising agencies, fearing that generative technology could leave the final product bearing the creative stamp of another brand, while also worrying that their intellectual property could be used to train AI models. This stance contrasts with the priorities of the advertising agencies themselves, which the report shows are increasingly leaning toward using a variety of AI techniques, generative or otherwise, to handle production tasks.
“We’ve won three new jobs recently where it was written into the [master services agreement], ‘No use of any form of AI without prior authorization,’ ” said one anonymous ad agency CEO. “That even means they don’t want us to use AI to help with ideation, not just for the final product.”
The report also highlights that these concerns are not recent, referencing last year's revision of the National Advertising Association's guidelines. The updated guidelines now recommend that businesses include clauses about AI and consent in their agreements with advertising agencies, and companies appear to be starting to follow this advice.