Artificial intelligence has become a hot topic in the media, it has become more accessible to the general public (including businesses), and marketers are increasingly using AI terminology to promote a wide range of products. In their attempts to capitalize on the buzz and excitement surrounding new technological advances, marketers must be careful not to mislead about what their products are or what they can do.
This article is about misleading claims about AI in products – the ASA has produced a separate opinion on the topic. Using AI to generate advertising content And deepfakes.
You can read more about how the ASA is using AI to proactively regulate online advertising here.
Don’t falsely claim that the product uses AI
This may seem obvious, but don’t pretend to have AI capabilities where there aren’t any. Be aware that using an AI tool in the development process is not the same as having an AI-powered product.
Don’t overstate what your AI product can do
Be clear about the features that AI brings to your product and the benefits it brings to the consumer, and be sure to justify your performance claims. Don’t be tempted to make claims that go beyond the limits of what AI or automated technology can currently achieve. If the claims only apply to certain types of users or in certain circumstances, the ad risks being misleading if this is not made clear.
Don’t claim that your AI product does something better than a non-AI product unless you have good evidence.
Advertisers often claim that a new technology gives their product an advantage over products that do not use that technology. This type of comparative claim also requires sufficient evidence to support it. If that evidence is not available, advertisers would be wise not to make the claim.
Be aware of the risks
As a marketer, you are responsible for ensuring that your marketing strategy complies with advertising codes. If it fails or doesn’t work as promised, you can’t simply blame a third-party developer for any misleading effectiveness claims that may result, or claim that you’re not responsible because you don’t understand the technology or know how to test it.
Marketers are also advised that other regulators may impose further requirements regarding the use of the term “AI.”
If you have any questions about your planned ads or would like to discuss how the issues raised here might impact your advertising, our Copying Tips Our team is available to provide you with personalized, free, fast and confidential advice on your off-air advertising.
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