• by Fern Siegel , October 26, 2023

Artificial intelligence isn't new to advertising — it's used in programmatic media buying, SEO generation and optimization.

It's also altered the digital ad landscape — especially as third-party cookies disappear next year. Deep learning, computer vision, neural networks, large language models and re-enforcement learning are AI subsets that will drive creativity in digital ads forward, according to Forbes. 

In addition, computer vision and generative AI are useful in determining how creative elements impact engagement.

But to ensure AI is used safely, House 337 is launching its own AI ethics committee and AI guidelines to regulate the technology.

Phil Fearnley, Group CEO of House 337, said: “It’s not hard to know the difference between good and bad practices when it comes to working with AI. It takes much longer to wait for regulation ... It’s much easier to get your moral philosophy together as a business, talk to the people you work with and create a system that works cleanly for everyone. When we know what we are doing and what the boundaries are, everyone can work freely and safely with AI, allowing us to make much more creative and exciting work.”

House 337 is asking other agencies and companies in the industry to consider its AI ethics approach and team for a more secure and transparent future. The ethics committee comprises agency leadership and AI small-to-medium enterprises across the agency, which is advised by data and legal specialists.

The goal is the ethical use of data without infringing copyright or perpetuating inherent bias and to continue education and AI training while protecting human creativity.

The committee will also monitor the types of brands and companies that work with House 337.