Don't let GenAI enshittify advertising-put ethics first

Can we talk about the ethics of AI-fuelled advertising?

GenAI can help us build smarter creative, smarter targeting, and smarter operations. It can also flood feeds with junk, erode trust, and tank brand equity if we let incentives run the show.

The risk is simple: enshittification. More automation, more volume, less relevance, less respect for people's time and privacy. If we don't set guardrails, ads turn into spam - at scale.

What enshittified ads look like

• Endless ad variants that say nothing new, just louder.
• Targeting that feels creepy because consent is unclear or missing.
• Synthetic engagement and vanity metrics that look good, sell nothing.
• Deepfake-style creative that confuses, misleads, or steals IP.
• Content mills that drown out real ideas and reduce CPMs for everyone.

First principles for ethical GenAI in advertising

• Consent-first data: If you wouldn't say it to a customer's face, don't do it with their data.
• Value per impression: Every ad must inform, entertain, or help - ideally all three.
• Human-in-the-loop: AI drafts, humans approve. No autopilot for brand voice or claims.
• Clear disclosure: If content is synthetic or materially edited, say so.
• Creative scarcity: Fewer, better ads beat endless mediocre variants.

Practical guardrails

• Data and privacy: Document training sources. Use consented, licensed datasets. Respect regional laws by default.
• Creative: Require claim substantiation. Add watermarks for AI-generated assets. Keep a human editor accountable.
• Targeting: Exclude sensitive segments. Cap frequency. Kill retargeting that follows people across life contexts.
• Media buying: Avoid junk inventory. Use ads.txt/sellers.json checks. Block MFA (made-for-advertising) sites.
• Measurement: Track brand outcomes and complaints, not just CTR. Audit for bot traffic and synthetic engagement.

Metrics that keep you honest

• Trust lift: Brand trust delta pre/post campaign.
• Complaint rate: Per 10k impressions across channels.
• Unsubscribe and mute rates: Especially after new AI creative goes live.
• Assisted conversions: From quality content exposures, not low-intent clicks.
• Positive share of voice: Net sentiment across social and forums.

AI that adds value, not noise

• Insights generation: Summarize qual feedback to find real jobs-to-be-done, then write fewer, sharper ads.
• Creative iteration: Limit to 5-10 variants per concept. Test messages, not just backgrounds.
• Service content: AI-assisted FAQs, calculators, or how-to visuals that genuinely help.
• Accessibility: Instant alt text, transcripts, and language localization done with care.

Governance checklist

• Public, simple AI policy your customers can read.
• Model and data register (what you use, where it's trained, licenses).
• Creative review SOP with legal sign-off for claims and IP.
• Incident process for takedowns and corrections within 24 hours.
• Quarterly fairness and bias audit on segments and outcomes.
• Adopt authenticity tech (e.g., C2PA) and watermarking for generated assets.

Compliance and standards worth watching

• FTC guidance on advertising and endorsements
• EU AI Act overview

A simple decision filter

• Would a reasonable person feel respected by this ad?
• Could you defend the data use publicly?
• Is there clear value for the audience, right now?
• Can you explain how the content was made and with what sources?
• If your competitor did this to your customers, would you be okay with it?

The upside of restraint

Restraint creates differentiation. While others flood feeds, your brand earns attention with signal, not noise.

Trust compounds. Ethical AI doesn't slow growth - it keeps growth from stalling under backlash, waste, and regulator heat.

Next steps for your team

• Draft a one-page AI ad policy and publish it.
• Set a weekly "value per impression" review. Kill anything that doesn't clear the bar.
• Shift 10-20% of AI time from output volume to audience research and message clarity.
• Pilot authenticity tech and bias audits on one major campaign.

Skill up without bad habits

If your team wants hands-on AI skills for marketing that respect customers and protect your brand, consider the AI Certification for Marketing Specialists or browse the latest AI courses.