SearchGPT has arrived, and the media industry’s ethical reckoning is upon us. Initiative’s Charles Dangibeaud demands immediate action: a robust ethical framework for AI-powered media buying is no longer a luxury; it’s a necessity.
The Gen AI revolution is truly here and there is no doubt it will change our working and personal lives. But the transformation has not all been positive, with numerous reports of the ethical considerations of a new GenAI-powered world to consider. At a basic level, simply to power this world may have dire consequences on our environment, with AI estimated to need over 0.5% of the world’s electricity to function by 2027. For context, that is equivalent to Argentina’s annual consumption of power. But there’s also less structural, though no less significant, ethical dilemmas as well. It’s imperative that the media industry, reflect now on how it will maintain ethical industry standards in the rise of GenAI. Because quite frankly, we’re already knee-deep in it. According to IPG’s Magna, a staggering 85% of digital spend in Australia is now traded programmatically, up from just a mere 17% in 2015. That’s a lot of ads being bought and sold on the basis of algorithms. But don’t let the shininess of GenAI fool you, there’s traps in this game. Let’s go over them.
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