AI as a marketing term


INSIGHT
Published
Jul 11th '24
Share
Facebook

As artificial intelligence has become a hot topic in the media, it has become more available to the public (including businesses), and marketers are increasingly using AI terminology to promote a wide array of products. In their attempts to tap into the buzz and excitement around new technological developments, marketers should take care not to mislead about what their products are or can do.

 

This article covers misleading claims about AI in products – the Advertising Standards Authority (ASA) has produced separate advice on the use of AI to generate advertising content and deepfakes.

 

You can find out more about the ASA’s own use of AI to proactively regulate online advertising here.

 

  • Don’t falsely claim that the product uses AI

This may sound obvious, but don’t claim AI capability where none exists. Be aware that using an AI tool in the development process is not the same as a product having AI in it.

 

  • Don’t exaggerate what your AI product can do

Be clear exactly what features AI delivers in your product and why it benefits the consumer, and ensure you hold substantiation for performance claims. Don’t be tempted to make claims that go beyond the limits of what any AI or automated technology can currently achieve.  If claims apply only to certain types of users or in certain circumstances, the ad is likely to mislead if that is not made sufficiently 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 edge over products that don’t use the technology. These types of comparative claims also require adequate evidence to support them. If such evidence is not possible to obtain, advertisers would be best advised not to make the claim.

 

  • Be aware of the risks

As the marketer, you are responsible for ensuring your marketing complies with the Advertising Codes. If it fails or does not work as promised, you cannot just blame a third-party developer for misleading efficacy claims that may result, or claim you are not responsible because you don’t understand the technology or don’t know how to test it.

 

Marketers are also advised that other regulators may impose other requirements on the use of the term ‘AI’.

 

Source: Committee of Advertising Practice (CAP)

 

About CAP

The CAP is the sister organisation of the Advertising Standards Authority (ASA) and is responsible for writing the Advertising Codes.

 

Need A Regulatory Marketing Compliance Consultant? A Bit More About Us

About us

LS Consultancy are experts in Marketing and Compliance, and work with a range of firms to assist with improving their advertising, documents, processes and systems to help mitigate risk.

 

We provide a cost-effective and timely bespoke copy advice and copy development services to make sure all your advertising and campaigns are compliant, clear and suitable for their purpose.

 

Our range of innovative solutions can be tailored to suit your unique requirements, no matter whether you’re currently working from home, or are continuing to go into the office. Our services can be deployed individually or combined to form a broader solution to release your energies and focus on your clients.

 

Contact us today for a chat or send us an email to find out how we can support you in meeting your current and future challenges with confidence.

 

Explore our full range today.

 

Contact us

 

Why Not Download our FREE Brochures! Click here.

 

Call Us Today on 020 8087 2377 or send us an email.

 

FOLLOW US

Connect with us via social media and drop us a message from there. We’d love to hear from you and discuss how we can help.

 

Facebook | Instagram | LinkedIn | X (formerly Twitter) | YouTube

 

Contact us