Translated with AI
With annual global advertising spending exceeding a trillion dollars, the UN warns that major companies could play a significant role in shaping the future of artificial intelligence, and that inaction by the international community could worsen the global "disinformation crisis," the UN press service reports.
A new research note on the topic, prepared by the Department of Global Communications and the Conscious Advertising Network, states that the uncontrolled implementation of AI in advertising will create problems for the entire digital information environment.
The advertising industry is at the center of online information flows, and its budget allocation decisions influence the content produced, promoted, and monetized. With the introduction of AI tools into ad buying and content creation, this dynamic is only intensifying.
"Advertising funds systems that help shape what people see and believe," said Charlotte Scaddan, the UN's senior adviser on information integrity.
"Without prompt action and protective mechanisms, AI could accelerate the disintegration of the information ecosystem. Advertisers have the opportunity to change this situation," she added.
Problems in the digital environment
The note highlights a number of issues:
-Disinformation and Hate Speech: AI accelerates the spread of disinformation and hate speech, while advertising revenue continues to fund online content – regardless of its quality or accuracy. -Lack of transparency: The lack of transparency in how AI-based advertising systems operate can serve as a cover for fraud and inefficiency. – A threat to journalism: the growth of AI-generated content threatens the viability of independent journalism. Declining trust in the digital environment is already undermining the effectiveness of advertising campaigns.
The authors of the article emphasize that these are not only social problems but also business risks. When audiences lose trust in the platforms where they advertise, traffic declines, and investments fail to pay off.
“Brands are under pressure to rapidly adopt AI, but without barriers, such solutions could undermine the very environment on which their marketing strategies depend,” said Harriet Kingaby of the Conscious Advertising Network, a global coalition promoting responsible advertising.
“This is not about hindering innovation, but about making sure it works for the benefit of both business and society,” she added.
AI and advertising management
In the report, UN experts call on policymakers to align AI and advertising governance mechanisms with international standards and to collaborate with industry and civil society to increase advertising transparency.
Advertisers are encouraged to seek greater transparency in AI supply chains, prioritize high-quality media, and use financial leverage to push online platforms to create stronger user and consumer protection measures.
The data presented in the article demonstrates that increased transparency in media buying can deliver double-digit performance gains, confirming that responsible practices can align with successful business.
