As generative AI transforms marketing capabilities, it also raises critical ethical, legal, and societal concerns. Powerful synthesising abilities open risks around harmful bias, plagiarism, copyright infringement and misinformation. Marketers must proactively develop responsible AI strategies to avoid public backlash or legal issues.

• Ensuring diversity & inclusion within your marketing teams, and AI models to reduce harmful AI bias and increase representation
• Strategies for customising and personalising AI output and minimise plagiarism risks
• Understanding copyright limitations, exploring IP tracing and approval protocols for generated assets
• Building a central Responsible AI committee, aligned with your core brand values, to embed ethics across AI development and deployment
• Building transparency and public trust in AI systems, and monitoring for harmful uses like phishing and discrimination
• Monitoring legal and regulatory developments around AI copyright