Ogilvy has launched the AI Accountability Act, an initiative that would require brands to clearly disclose and publicly declare the use of any AI-generated Influencer content as well as calling on advertising and PR agencies and social media platforms to mandate disclosure around the use of AI-generated Influencers.
The global call to action addresses the rising use of artificial/virtual Influencers by brands and is intended to maintain Influencer authenticity and consumer transparency when used across social media, the agency said.
“The ability of AI to create and learn at speed has already transformed the way we produce personalized content online,” said said Julianna Richter, global CEO of Ogilvy PR.
“But AI must be centered around empathy and transparency. That’s where you create honest interactions with consumers and can drive real impact at the intersection of new digital capabilities.”
The first agency to call for this level of transparency as the AI-powered Influencer landscape sees continued growth the initiative aims at fostering a culture of trust and meaningful engagement in the space.
Ogilvy has put forth the following initiatives:
– Full disclosure on all AI-powered Influencer campaigns, ensuring transparency with hashtag declaration #poweredbyAI
– Implementation of a new watermark on AI-generated content providing clear visual identification and maintaining accountability in disclosing when used as part of Influencer campaigns
“The AI market is valued at $4.6 billion and projected to grow by 26% by 2025, in large part because of the growing increase using AI in Influence. As leaders in this industry, we have the responsibility to be ethical and transparent as we populate this new frontier,” said Rahul Titus, Ogilvy’s global head of influence.
“The technological advances using AI are exciting for the Influencer marketing landscape but runs the risk of compromising authenticity if we don’t declare the difference between what’s real and what’s not.”
