74% of Marketers Using AI for Content Creation; Australian Advertisers Take Stand Against Greenwashing

by Aimee Newell Tarín on 22nd Jan 2024 in News

On today’s ExchangeWire digest: 74% of Marketers Using AI for Content Creation; Australian Advertisers Take Stand Against Greenwashing; EU Calls for More Transparency from Music Streaming Platforms’ Algorithms...

Around three quarters (74%) of marketers are using AI for content creation, according to a new study by the World Federation of Advertisers. Marketers’ enthusiasm is rated at 7 out of 10; most are “cautiously optimistic” about its ability to drive growth. Data reveals that the use of AI for personalisation and customer experience is a priority for 58% of marketers. AI is also used to gather consumer insights by 45% of respondents.

In an environment where consumers are increasingly concerned about corporate social responsibility, advertisers in Australia are attempting to combat greenwashing. Last year, the Australian Association of National Advertisers launched a review of its Environmental Claims Code to ensure the code reflected community standards and international best practice. Now, a draft has been released for public comment, with the objective of providing the public, government, and industry with further opportunity to help shape the standards around environmental claims.

Meanwhile in Europe, the EU is calling for the introduction of new rules to bring more fairness and transparency to music streaming. The proposed legislation which would require streaming platforms to open up their recommendation algorithms. It would also require platforms to disclose if a song has been created by AI. Last week, members of the European Parliament voted to adopt a new resolution by 532 to 61.