The Conscious Advertising Network is tackling AI in its new set of guiding principles, designed to help create a better industry for everyone. 

CAN’s network of 190 members works together to challenge outdated norms, tackle waste and fraud, and champion transparency to unlock growth and innovation. By safeguarding society and the environment, CAN is committed to ensuring that advertising truly works for everyone.

Harriet Kingaby, Co-Founder of the Conscious Advertising Network, explained the new guiding principles and the ethos behind them in a dedicated webinar (watch below). 

The Conscious Advertising Network is specifically tackling AI within the new principles. Kingaby urged the industry to: “Ask more questions, especially of emergent tech like AI.”

After undertaking a comprehensive industry consultation, CAN has underlined the universal need for greater understanding of AI. “We heard that AI was increasingly becoming part of your role and you wanted to know how to embed AI consciously.”

The group identified three big challenges: global concern surrounding information integrity, industry shift to log level transparency and AI megatrends and complexity. Challenges which are very different from when CAN first started seven years ago. 

Noting that advertisers are seeking more transparency about where their advertising appears, this shift appears to be a long-term one.

Across the industry, respondents noted that AI is becoming a bigger part of their day to day roles. Many requested support with ethical use of AI.

The importance of information integrity

She added: “Many said you were dealing with technology that you didn’t fully understand and you were concerned you needed to be an AI expert as well as an advertising expert.”

Kingaby also discussed Information Integrity, underlining that it makes business sense. 73% of consumers feel unfavourable towards brands associated with misinformation and 65% are unlikely to purchase from them. The emissions generated by illegitimate sites are 52% higher than those generated by reliable sites. 

Kingaby urged the industry to get involved in the movement and drive a culture of asking questions. She underlined the importance of having a clear framework to follow, highlighting the four guiding principles for CAN. These principles include embracing conscious media choices, which extend to supply chain transparency and reducing waste and ad fraud. As well as conscious creative, which focuses on representation and sustainability in casting, production and advertising.

Kingaby has urged the industry to join the Conscious Advertising Network. She explained: “We would love you to be part of our movement. If you are a current member, please reach out. We would love to hear your thoughts on what we have put together.”