Can the Use of Generative AI in Advertising Become a Responsible Practice?

Abstract

The advertising industry is undergoing an era of unprecedented transformation, dominated by machine learning algorithms and the widespread adoption of generative artificial intelligence (GAI). Specializing in content creation, GAI has a direct impact on the advertising sector. This article aims to examine the feasibility of responsible AI-based advertising within the current regulatory framework and to identify the necessary changes, from the perspectives of businesses, policymakers, and consumers, to make this idea of ​​responsible advertising in the age of AI a reality. A systematic literature review was conducted on the impact of AI-based advertising on businesses and society. This review highlighted several business practices that can foster responsible AI-based advertising: transparency, respect for privacy and intellectual property, human oversight of AI workflows, bias prevention, and accountability for generated content. These recommendations also align with the transparency requirements of European AI regulations. However, given that the risks of misinformation and digital manipulation are strongly associated with the use of general AI in marketing and advertising, further research is needed to ensure that responsible AI-based advertising is consumer-centered not only to generate short-term profits, but also to contribute to the long-term well-being of consumers and society.