Ahead of the Interactive Advertising Bureau (IAB's) annual leadership meeting next month, the trade group unveiled its first AI Transparency and Disclosure Framework as an attempt to bring order to an industry racing ahead of consumer comfort.
The framework is positioned as a practical middle ground. It promises transparency without forcing brands to label every algorithmic touchpoint.
Cynics may say it is also designed to head off regulators before they arrive with sharper tools.
As generative artificial intelligence (generative AI) spreads across marketing workflows, IAB says the goal is to preserve trust, reduce legal risk and keep the industry in charge of its own rules rather than having them imposed later.