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Do AI-enhanced ads need AI-Trustmarks?

If you have an iPhone, you’ll notice that some of the photos it takes have a little watermark in the top left-hand corner. This indicates they are ‘live-photos’ placed in a hyper-short video sandwich (1.5 secs before and after the photo) to help bring the photos to life.

Could marketing tech take a leaf from Apple’s tree and add an ‘AI-Trustmark’ to display ads that have been optimised, versioned, placed or generated using artificial intelligence?

An AI-Trustmark/watermark could help improve advertising transparency at a glance, by helping audiences become more aware of the techniques being used to market to them.

Same goes for chatbots; a simple AI-Trustmark could alert people to the fact that they are interacting with an AI agent as opposed to a human agent.

If the AI-Trustmark included a simple hyperlink, then this could alsoallow audiences to know more about the algorithms used to generate and place the ad or recommendation.

Should chatbots have an AI Trustmark?

Of course, this is not a full solution to the issues surrounding AI in marketing, but using an AI Trustmark might help foster trust in a marketing system suffering from an unprecedented trust-deficit.


Written by
Dr Paul Marsden
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Digital wellbeing covers the latest scientific research on the impact of digital technology on human wellbeing. Curated by psychologist Dr. Paul Marsden (@marsattacks). Sponsored by WPP agency SYZYGY.