Guiding Ethical AI in Marketing

Helping brands lead with confidence through practical,
responsible AI guidance.

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Download the final AI in Marketing Guidelines

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OUR MISSION

The AI Council
exists to lead

the Australian marketing and advertising industry in the responsible, ethical, and transparent use of artificial intelligence.

We develop industry-wide guidance and standards that help marketers build trust, reduce risk, and align their AI-driven practices with legal, ethical, and societal expectations — while continuing to drive innovation and effectiveness.

OUR PURPOSE

We exist to

The Council’s purpose is to ensure AI is used in marketing in ways that are ethical, transparent, and in the best interests of both brands and the people they serve.

01

Improve transparency and accountability

02

Develop AI principles, guidelines, and standards tailored for marketing and advertising

03

Promote ethical, transparent, and responsible use of AI in marketing and advertising practices.

04

Engage industry stakeholders through ongoing consultation and collaboration

OUR WHY

Why Now?
Why It Matters.

 

Artificial intelligence is already reshaping how brands engage consumers, create content, deliver media, and measure performance. But without clear standards, the risks grow rapidly — from loss of consumer trust and data breaches to algorithmic bias and reputational damage.

That’s where the The Council comes in.

We provide the leadership, guidance, and governance marketers need to confidently adopt AI in a way that is transparent, responsible, and future-fit.

Download the guidelines

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DOWNLOAD THE GUIDELINES

Industry Guidelines on Ethical AI Use in Marketing

Why these guidelines matter.

  • Global credibility – Built on WFA Responsible AI Principles, tailored for Australia.
  • Protect trust – Clear guardrails to manage privacy, bias, and brand integrity.
  • Shape the future – Add your voice; help set practical, future-ready standards.

 

Download
the guidlines

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FEATURED CONTENT

Draft guidelines released for consultation

The Responsible AI in Marketing Council today releases draft industry guidelines on ethical AI use in marketing, inviting public consultation.
Download pdf

AI in Advertising: Key Insights from David Jones

AANA CEO, Josh Faulks sat down with David Jones, Founder & CEO of The Brandtech Group just before our latest CMO Connect in Sydney.
View Post

Behind the Scenes with AI Futurist and Robotics expert Dr Catherine Ball

AANA Head of Marketing Nicolette Briscoe chats to Dr Catherine Ball on all things AI.

Media Workforce of the Future whitepaper

Published August 2025.

Download pdf

AI Without Losing Our Magic

In this keynote, Lucinda explores the exhilarating promise and hidden traps of AI for marketers.
View Keynote

THE NEXT PHASE OF WORK

The release of the Guidelines signals the start of the Council’s broader program of activity, structured around four key streams:

01

Creative & Production

02

Media

03

Customer Communications & Service

04

Measurement & Insights

"AI is reshaping marketing faster than any technology we’ve seen before. The AI Council will give our industry the guardrails it needs to harness these opportunities responsibly, ensuring we build trust with consumers while protecting the long-term integrity of brands."

Josh Faulks, CEO, AANA

"AI is reshaping the way we work — now’s the time to set the standards. It’s important ACA plays its part to help lead this charge, ensuring our industry uses AI boldly, responsibly and in ways that unlock creative and commercial value.”

Tony Hale, CEO, ACA

"For media agencies and marketers alike, AI brings both enormous potential and significant responsibility. The AI Council is about setting a clear, ethical framework so our industry can innovate with confidence, knowing we are protecting consumers, and the sustainability of our ecosystem."

Sophie Madden, CEO, MFA

"AI is reshaping marketing faster than any technology we’ve seen before. The AI Council will give our industry the guardrails it needs to harness these opportunities responsibly, ensuring we build trust with consumers while protecting the long-term integrity of brands."

Josh Faulks, CEO, AANA

"AI is reshaping the way we work — now’s the time to set the standards. It’s important ACA plays its part to help lead this charge, ensuring our industry uses AI boldly, responsibly and in ways that unlock creative and commercial value.”

Tony Hale, CEO, ACA

"For media agencies and marketers alike, AI brings both enormous potential and significant responsibility. The AI Council is about setting a clear, ethical framework so our industry can innovate with confidence, knowing we are protecting consumers, and the sustainability of our ecosystem."

Sophie Madden, CEO, MFA

The Responsible AI in Marketing Council exists to lead the Australian marketing and advertising industry in the responsible, ethical, and transparent use of artificial intelligence. Formed by the AANA, ACA and MFA, we develop industry-wide guidance and standards that help marketers build trust, reduce risk, and align their AI-driven practices with legal, ethical, and societal expectations — while continuing to drive innovation and effectiveness.