CMA releases essential AI resources for marketers

Marketers stand at a critical juncture, facing choices that will shape the future of the profession. The AI revolution has brought with it unprecedented challenges for marketers.

Companies must effectively navigate ethical considerations, privacy concerns, and potential biases that could accompany this technology.

Marketers must be not just innovators but also stewards of responsible AI use, ensuring their practices are ethical and build consumer trust towards the brands we represent, and towards the marketing profession overall.

How can you leverage AI effectively and ethically while maintaining consumer trust? Enter the CMA's latest suite of resources:

• CMA Guide on AI for Marketers
• CMA Accountability Checklists for AI in Marketing

Setting the Stage on Artificial intelligence: A Primer for Marketers

The Guide outlines regulatory expectations, offers practical insights and suggests best practices to help marketers leverage AI effectively and ethically. It aims to help organizations earn the confidence of regulators, maintain a strong brand reputation, and foster consumer trust. The Guide will help ensure that all participants in the marketing value chain understand their specific obligations and can implement or work within appropriate governance measures.

The Checklists provide a framework to ensure the ethical, transparent, and effective use of AI in marketing by clearly defining roles and responsibilities for stakeholders.

The primer sets the stage for these materials by outlining how AI will impact marketing, the current state of AI adoption and the regulatory environment in Canada, the value proposition of AI for marketers and for consumers, and an overview of important global frameworks for AI.

These materials have been created by a group of marketing industry practitioners on the CMA's AI Committee, which includes representatives from a cross-section of industry sectors. The Guide and Primer have been thoroughly reviewed by the globally renowned Toronto-based Vector Institute, which empowers researchers, businesses and governments to develop and adopt AI responsibly.

Whether you're taking your first steps in AI-driven marketing or looking to enhance existing AI strategies, these resources will equip you with the knowledge, practical tips, and tools to succeed.

Download the CMA Guide, Accountability Checklists and Primer today.