Advertising agencies are being encouraged to participate in an initiative aimed at promoting transparency in the use of artificial intelligence (AI) in social media campaigns. Concerns have arisen regarding the deployment of virtual, yet convincingly human-like, characters online.
Ogilvy, a prominent advertising agency backed by WPP and recognized for its work with social media influencers, has outlined its plans to establish a code of accountability for advertisers and social media platforms. The code seeks to ensure the clear disclosure and public declaration of AI-generated influencer campaigns.
Additionally, Ogilvy has pledged to employ a new AI “watermark” on its advertisements. The campaign has gained support from leading industry organizations and is an extension of ongoing efforts to encourage influencers to disclose when they use technology to modify their appearance.
Rob Newman, the Director of Public Affairs at the Incorporated Society of British Advertisers, emphasized the public’s right to transparency, asserting the need for clear identification of advertisements and verification that the voice behind the advertising is that of a real person.
Although AI influencers are a relatively new phenomenon, an increasing number have amassed substantial followings on social media, with some reaching millions of followers.
Owing to rapid advancements in AI, these influencers are becoming increasingly realistic in appearance and their interactions with followers. AI influencers can be created by individuals who later secure brand deals, or they can be developed and managed by brands and agencies as part of their marketing strategies.
The Ogilvy campaign is just one of several initiatives focused on AI set to be unveiled at the upcoming Cannes conference. This global event brings together tens of thousands of advertising and marketing executives annually. AI will feature prominently in discussions on various stages and in social settings, reflecting concerns about the potential impact on jobs within the industry.
The threat arises from AI’s ability to automate the purchase of advertising space and perform creative tasks. Notably, the conference will also showcase companies such as Google and OpenAI that are actively developing AI services.
Rahul Titus, Global Head of Influence at Ogilvy, highlighted that while three-quarters of social media content is generated by individual creators, an increasing proportion consists of AI-generated characters presented as real.
Titus emphasized that the AI watermark would not only benefit genuine social media influencers but also cater to the growing demand for authenticity. He remarked that people are increasingly drawn to individuals rather than brands, emphasizing the importance of establishing genuine connections.
Source: Financial Times