"The onus of responsibility when it comes to those legal hurdles should fall on the shoulders of marketers, says PJ Pereira, founder and chief creative officer at ad agency Pereira O'Dell. "Agencies must ensure that the datasets and [AI] models being used are both safe and compliant with regulations," he says, "as mishandling this can expose brands to reputational and legal risks.""
"There are also serious ethical and reputational pitfalls to consider. Last summer, a video spot from Volkswagen featuring a deepfake cameo from Elis Regina, a beloved Brazilian singer who died in 1982, sparked debate about the ethics of using AI to recreate the likeness of a deceased person. More recently, a short brand film created for retail giant Toys R Us using Sora, a text-to-video model developed by OpenAI, was subjected to harsh criticism online, hurting an already floundering brand."
Eighty percent of brand leaders have serious concerns about agency partners using generative AI on their behalf. Legal, ethical and reputational risks rank as the primary roadblocks to wider adoption. Regulators in the US, UK and Europe are increasing scrutiny and may impose penalties for misuse. Marketers are expected to ensure datasets and AI models are safe and compliant to avoid exposing brands to legal and reputational harm. High-profile examples include a Volkswagen deepfake controversy and online backlash to a Toys R Us brand film created with a text-to-video model. Tech companies continue to race to develop new generative tools.
Read at The Drum
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