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Best Practices for AI Compliance in Marketing in 2024
Simran April 9, 2024 257 views


Artificial intelligence (AI) is currently a major focus in marketing, and understandably so. The potential of this relatively new technology appears to be limitless. Especially generative AI, which has made significant advancements in the past 18 months.

Naturally, with any new technology comes concerns about its impact on consumers and society. For marketers, compliance with AI regulations may temper some of the excitement surrounding AI’s capabilities.

As the leading digital marketing agency in Bangalore, we’ve curated a guide to help you will explore existing AI-specific regulatory frameworks, as well as those currently under development. We aim to provide you with the necessary information to leverage AI tools in your marketing efforts while avoiding regulatory compliance issues.

What Is AI Compliance?

AI compliance refers to adhering to laws, regulations, guidelines, and best practices when using artificial intelligence (AI) in an organisation. It involves ensuring that AI applications are acceptable and appropriate, especially in terms of data collection, disclosure, discrimination, and privacy.

As the regulatory landscape for AI is still evolving, compliance requirements may vary. However, organisations using AI and machine learning models must currently comply with existing consumer protection and privacy laws while preparing for future regulations.

Key AI Compliance Challenges in Marketing

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As a premier provider of SEO services in Bangalore, we’ve found that the majority of marketers have already integrated AI into their content creation workflows.  AI is also widely used for personalised customer experiences and data analysis. Whether you are developing internal AI tools or using AI systems from external sources, this innovative technology introduces additional risks for your digital marketing team. It is important to be aware of the following key issues.

  • Biased language and content

The effectiveness of AI depends on the quality of the data it learns from. Unfortunately, our world is filled with various biases. Unchecked, AI can perpetuate these biases, leading to the use of inappropriate or outdated language.

When AI is used for image recognition, the situation becomes more complex. Studies have consistently shown that facial recognition technology tends to be biased against people of colour and women. In a particularly troubling incident, Facebook’s AI once incorrectly identified a video featuring Black men as containing content “about primates.”

If you’re using AI for content creation or image classification, it’s crucial to implement checks to rectify such errors before your content is published.

  • Spreading Misinformation 

AI has been at the centre of several high-profile instances of social media misinformation. As a leading social media company in Bangalore, we found a notable case of deepfake vulgar images of singer Taylor Swift, which circulated widely before being removed by the platform. Another set of deepfakes falsely depicted Swift endorsing former U.S. President Donald Trump.

In addition to spreading misinformation, AI has been known to “hallucinate,” generating false information. This has occurred in legal cases where fake citations of nonexistent case law were created.

  • The Issue of Biased Ad Delivery

Facebook has faced criticism for biased ad delivery practices as far back as 2016. Initially, advertisers were able to exclude specific ethnic groups from seeing ads related to jobs and housing.

More recently, concerns have been raised about Facebook’s AI-powered algorithms exhibiting bias in the distribution of job and housing ads. These algorithms have been found to perpetuate gender bias in job roles and reinforce racial stereotypes regarding income and class in housing ads. Importantly, this biased ad delivery is driven solely by AI algorithms, not by the advertisers themselves.

To combat such algorithmic discrimination, the European Commission has passed a new AI Act. This legislation prohibits the use of social scoring based on social behaviour or personal traits in ways that harm certain groups. The Act also highlights targeted job ads as a potential area of concern.

Impact of AI on Current Compliance Standards

Being a leading digital marketing agency in Bangalore, we believe it’s crucial to consider how AI affects compliance with current regulations, particularly for organisations in regulated industries.

For instance, both AI and HIPAA compliance demand stringent laws for patient privacy. However, AI tools used for content creation may not always recognise the boundaries of what can be shared on social media platforms. In such cases, human oversight can be crucial in managing and mitigating risks.

How To Use AI Tools And Stay Compliant

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At our digital marketing agency in Bangalore, we believe that using AI tools while staying compliant is key to social marketing success. AI can actually simplify tasks for social marketers, but it’s important to follow these guidelines to ensure compliance:

Establish company guidelines for AI use. Just as you have social media policies to protect your brand, create guidelines for AI use. Consider:

  • Tasks: Define which parts of their job employees can use AI for.
  • Tools: Specify the AI tools approved for internal and external use.
  • Procedures: Outline the process for human review of content generated by AI tools. Appoint a compliance officer for final approvals.
  • Proprietary information: Determine the amount of company information employees can share with AI tools.
  • Disclosure: Plan how you will inform customers when they are interacting with an AI assistant or AI-generated content. This transparency is required by EU regulations and will likely be mandated in the US soon.

1. Narrow The Range Of Tasks Assigned To AI

To minimise risk, as a distinguished lead generation company in Bangalore, we suggest that you should carefully select the tasks they delegate to AI. For instance, using AI for preliminary content creation stages is less risky than relying on it for complete content creation.

Here are effective ways to leverage AI tools while minimising risks:

  • Research: AI excels as a research assistant, summarising information from various sources. It can also answer questions and refine results more intuitively than traditional methods. However, it’s crucial to fact-check AI-generated content to avoid misinformation.
  • Topic generation: AI can help generate topic ideas, overcoming writer’s block and aiding in content calendar planning. Tools like Hootsuite’s AI content ideas generator can be valuable resources.
  • Content adaptation: AI can assist in repurposing content for different platforms. For example, it can transform a blog post into a social media caption or an image into a video, enhancing content reach.
  • Customer service: AI enhances customer service capabilities by enabling chatbots to handle complex queries and offer personalised recommendations. However, it’s essential to disclose to customers that they are interacting with AI, ensuring transparency in the process.

2. Check All New AI Tools Before Adding Them To Your Tech Stack

Before integrating new AI tools into your tech stack, it’s crucial to conduct a thorough review. While the availability of various AI tools may be tempting, it’s important for marketers to pause and assess before adopting them. In this scenario, being an early adopter may not necessarily be advantageous.

As a user of AI tools, you depend on developers to ensure compliance. If you have any doubts about a developer’s policies, data storage practices, or privacy controls, it’s wise to hold off. Consider having your legal team review the tool’s terms of use before providing it with any data, whether yours or your customers.

  • Include AI Compliance Software in Your Approval Framework

Establishing a formal approval workflow is essential for ensuring compliance in content creation, whether AI is involved or not. Enhancing this workflow with AI compliance automation software can further improve your approach.

At RepIndia, the finest lead generation company in Bangalore, we believe that understanding AI compliance risks, implementing best practices, and integrating AI tools can enhance your marketing strategies while ensuring compliance with regulations. 

We hope this article has provided valuable insights into leveraging AI for your marketing needs. If you have any ideas or thoughts to share, please feel free to comment below. 

Also Read: The Future of SEO with AI: Preparing for the Changes Ahead

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