Breaking Brand: The Role of Marketers in Ethical AI Use

AI has the potential to improve speed-to-market and efficiency, especially for lean marketing teams forever tasked to do more with less. But what happens when the tools we use risk undermining our brand ethos and customer trust?

In this session, we'll explore the sentiment gap between consumers and marketers on AI use in media, and the responsibility marketers have in weighing the ethical implications of AI tools—from environmental costs to racial and gender bias to quality concerns (slop)—against their impact on brand trust and authenticity.

Participant Takeaways:

• A practical framework for evaluating AI use cases and tools against brand values

• How to identify and mitigate specific risks before they damage brand reputation

• Transparent strategies to build and maintain consumer trust

• The 5 questions every marketer should ask before using AI for tasks