• by Danyelle Horrillo , Yesterday

January has a certain energy to it. It’s the month of fresh starts and ambitious promises. We reset budgets, revisit strategies, and reassess the tools we rely on. In digital media, one tool now threads through every touchpoint and sits at the center of those conversations: AI.

Artificial intelligence is embedded in almost all systems marketers use. AI touches media planning, bidding, targeting, creative testing, optimization, and measurement. The question is no longer whether brands should be using AI. The more urgent question is: Are we using it responsibly? Innovation without intention doesn’t just move fast. It moves blindly.

Fast, Powerful, and Not Always Thoughtful

AI delivers what it promises: speed, efficiency, scale, and smarter optimization. It helps marketers react faster in a media environment that never slows down. 

But adoption is outpacing understanding. As new tools flood the market, the industry keeps asking “Can we?” when it should be asking “Should we?” Ethical considerations often trail behind performance metrics and performance gains. And when systems learn and optimize at scale, small mistakes don’t stay small.

Where AI Ethics Get Complicated

Consent Isn’t the Same as Clarity

First-party data is powerful, but it isn’t a free-for-all. Consumers may consent to collection, but that doesn’t mean they fully understand how their data is being used and activated. When personalization crosses into intrusion, trust erodes fast. Just because you can target someone doesn’t mean you should.

Scale Makes Algorithmic Bias Louder

AI learns from historical data, and historical data carries bias. When algorithms chase what “performs,” they can reinforce stereotypes, exclude certain audiences, or repeatedly over-serve others. At scale, these outcomes compound.

Creative Authenticity

AI-generated creative is efficient, but efficiency doesn’t guarantee resonance. Leaning too heavily on automation risks flattening brand identity until everything sounds the same. Consumers can tell.

There’s also a growing question of transparency: when AI shapes what people see, should brands disclose it? Those that value trust should consider it.

Ethical AI Isn’t Anti-Innovation

Ethical AI isn’t about slowing progress; it’s about aligning progress with values. Brands that set clear boundaries around automation are better positioned for long-term growth than those chasing short-term efficiency at the expense of trust.

In a world already suffering from a trust deficit, how brands use AI increasingly signals who they are.

What Ethical AI Looks Like in Practice

Ethics doesn’t live in a policy deck; it lives in day-to-day decisions. In digital media, that means:

• Human-in-the-loop decision making
• Clear boundaries around data usage
• Regular audits of algorithms and outcomes
• Bias checks in targeting and delivery
• Transparency when AI meaningfully shapes experiences
• Using AI to enhance insight, not replace accountability

Questions Brands Should Be Asking

• Are we using AI to create real value, or only efficiency?
• Do our tools align with our brand values?
• Where might automation cause harm or exclusion?
• Who is accountable when AI makes a mistake?
• Would we be comfortable explaining our AI usage to consumers?

The Year of Intentional Intelligence

AI is here to stay, and its influence will only grow. In a landscape shaped by algorithms, human values still matter. This year, the smartest brands won’t just ask what AI can do for them. They’ll ask what it should do.