74% of Marketers Using AI for Content Creation; Australian Advertisers Take Stand Against Greenwashing

Around three quarters (74%) of marketers are using AI for content creation, according to a new study by the World Federation of Advertisers. Marketers’ enthusiasm is rated at 7 out of 10; most are “cautiously optimistic” about its ability to drive growth. Data reveals that the use of AI for personalisation and customer experience is a priority for 58% of marketers. AI is also used to gather consumer insights by 45% of respondents. In an environment where consumers are increasingly concerned about corporate social responsibility, advertisers in Australia are attempting to combat greenwashing. Last year, the Australian Association of National Advertisers launched a review of its Environmental Claims Code to ensure the code reflected community standards and international best practice. Now, a draft has been released for public comment, with the objective of providing the public, government, and industry with further opportunity to help shape the standards around environmental claims. 

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