Artificial Intelligence (AI)
What Marketers Need to Know
Artificial Intelligence (AI) is revolutionizing the marketing landscape, offering unprecedented opportunities for personalization, efficiency and data-driven decision-making. With these opportunities come new responsibilities and ethical considerations.
To futureproof the Canadian marketing profession, the CMA provides leading-edge tools, tips and best practices to responsibly harness the power of AI. Our materials address:
- Emerging AI technologies and their applications in marketing
- Ethical considerations and best practices for AI implementation
- Regulatory developments and compliance requirements
- Strategies for maintaining consumer trust while leveraging AI capabilities
Our acclaimed CMA Guide on AI for Marketers and Setting the Stage on Artificial Intelligence: A CMA Primer on AI for Marketers were developed in collaboration with the globally renowned Vector Institute, based in Toronto, that empowers researchers, businesses and governments to develop and adopt AI responsibly.
In addition to providing tools and best practices, the CMA is at the forefront of advocacy on AI as part of its commitment to futureproofing the profession.
AI Principles for Responsible Marketing
The CMA has established a set of core AI principles to guide response use of AI in marketing. These principles have been incorporated into the Canadian Marketing Code of Ethics and Standards.
The key principles are:
- human oversight,
- transparency,
- bias and fairness,
- explainability,
- data privacy and security,
- ethical consideration,
- performance monitoring; and
- accountability.
