In the latest AI Insiders session from AI Marketers Guild, a powerhouse panel tackled one of the most pressing questions in modern marketing: when and how should brands disclose the use of AI in advertising?
Featuring:
Caroline Giegerich, VP, AI & Marketing Innovation at IAB
Graham Wilkinson, EVP, Chief Innovation Officer and Global Head of AI at Acxiom
Debra Aho Williamson, Founder and Chief Analyst at Sonata Insights
Ken Fisher, Editor-in-Chief at Ars Technica at Conde Nast
The conversation centered on new research revealing a widening gap between how ad executives perceive AI-generated ads and how younger consumers, especially Gen Z, actually feel about them. One standout finding: 73% of respondents said AI disclosure had either no negative impact or made them more likely to purchase, suggesting transparency may build trust rather than erode it.
The panel unpacked real-world examples, including AI-powered digital twins and the recent Paris Hilton Carl’s Jr. ad, debating when disclosure is essential and when it may be unnecessary. They also explored:
Why transparency should be treated as a long-term brand investment, not a short-term performance lever
How generational trust thresholds shape reactions to AI-generated content
The risks of synthetic influencers, simulated authority, and misleading realism
Why AI should enhance creativity, not just reduce production costs
How IAB’s AI Transparency and Disclosure Framework can guide brands through regulatory and reputational risk
Ken Fisher shared a practical lens: treat transparency as a safety valve for AI experimentation. Graham Wilkinson emphasized the importance of deeply understanding AI processes rather than deploying low-resolution solutions. Debra Aho Williamson highlighted the critical perception gap between executives and younger audiences, and Caroline Giegerich outlined the evolving industry framework for responsible AI use.
If you are leading marketing, brand, innovation, or AI initiatives, this discussion offers essential context for navigating disclosure, trust, and creative integrity in the AI era.
Watch the full conversation and join the ongoing dialogue inside AI Marketers Guild.