Independent Media Agencies of Australia (IMAA) has released 10 AI Guiding Principles, designed to provide a compass for independent media agencies nationally and acting as a starting point for strategic approaches to ethics, processes, and client relations around AI.
The AI Guiding Principles, developed in collaboration with members and Australian AI agency AirStack, also outlines the IMAA’s vision for AI, particularly its focus on empowering members via collaboration, alignment and tools.
The principles also include a commitment by the association to provide opportunities for members to learn more about AI through forums, engaging with industry experts, and delivering resources to upskill staff.
IMAA CEO, Sam Buchanan, says AI is going to fundamentally change the media landscape; the technology is already predicted to deliver nearly $6.6 trillion in productivity by 2030, while breakthroughs in generative AI have the potential to drive a 7% increase in global GDP.
“Given AI’s rapid evolution, we believe it is crucial that we collaborate and unite to face the emerging opportunities, and the challenges, presented by AI," he says.
"By aligning on the principles that will help govern AI use, particularly our commitment to ethics, trustworthiness and transparency, we’re promoting our members and protecting their reputation.
“As an organisation, our focus is on collaboration and working together to embrace AI in a way that enhances our strengths and collective values and continues to level the playing field to ensure indies are treated equally and offered the same opportunities, particularly around AI innovation."
The IMAA AI Guiding Principles are:
- Set a strong ethical foundation: AI solutions should uphold standards of fairness, inclusivity and transparency, and respect national human rights and cultural values.
- Aim for human-centric amplification: AI should be approached as a tool to augment and enhance human potential, not replace it. AI should be harnessed to improve human creativity, agility, capacity and capabilities.
- Maintain transparent processes: agencies need to be transparent with clients and customers about their AI processes.
- Provide continuous learning and collaboration: agencies are encouraged to regularly share insights, challenges and solutions, and leverage the collective intelligence of the IMAA to stay abreast of AI advancements and best practices.
- Ensure equal opportunities: the approach to AI should focus on creating a level playing field for all Australian independent media agencies, regardless of their size and resources.
- Provide safety, reliability and confidence: an agency’s AI tools should be rigorously tested and secured to safeguard from potential vulnerabilities.
- Ensure strong data privacy and protection measures: agencies should prioritise data privacy and protection by adhering to national regulations and establishing internal guidelines, while also training their teams on best practices for handling data.
- Align actions to Australian values and net social outcomes: agencies should ensure their AI-driven operations support the Australian economy & are tailored to resonate with the nation’s unique media landscape.
- Ensure client collaboration and responsiveness to feedback: agencies should set opportunities for open dialogue and respond to feedback and guidance from stakeholders.
- Take proactive stances on regulation and policy: agencies should stay informed on wider policy discussions, and regularly seek to update and implement new processes.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.