AANA, ACA, MFA Launch AI Council of Experts

The Australian Association of National Advertisers (AANA), Advertising Council Australia (ACA), and Media Federation of Australia (MFA) have banded together to form the AI Council of Experts.

The AI Council will unite AI leaders across brands and agencies to help the industry navigate the technology, starting with the development of a set of national standards and guidelines for the responsible, ethical, effective, and innovative use of AI in marketing.

Its creation follows the launch of the Australian Centre for AI in Marketing in March, led by former World Vision CMO Louise Cummins, ex-ADMA CEO Jodie Sangster, former Deloitte CMO Rochelle Tognetti, and The Works' Douglas Nicol.

"AI is already transforming our industry and how consumers interact with brands," Josh Faulks, CEO of the AANA, said of the AI Council, which was announced on-stage during Josh's opening address at AANA's annual RESET conference.

"Strong marketing governance is essential to ensuring we build trust with consumers and harness AI in ways that are ethical, effective, and sustainable. That's why the AANA, ACA and MFA are leading the charge to unite the industry and create clear guidelines and standards that will guide the future of marketing in Australia."

He likened navigating the current economic conditions to "riding one of the world's most intense rollercoasters," and referenced an acronym used during World War 2, which "sums it up perfectly": Situation Normal All Fucked Up (SNAFU).

"This is the new normal. We are not going back to the days of prosperity of [the] pre-COVID era and we must adapt. In this operating environment, business and marketing leaders have two choices: put their head in the sand and wait it to all blows over, which we know it won’t, or lean in with strategic intent and invest in marketing to drive growth.

"The choice is obvious. It is up to all of us in this room to prove that marketing is an investment centre not a cost centre. We must speak the language of financial teams, leadership teams and boards, and we must have the measurement systems in place to prove the return on marketing investment."

ACA CEO Tony Hale said of the AI Council of Experts, “AI is reshaping the way we work — now’s the time to set the standards. It’s important ACA plays its part to help lead this charge, ensuring our industry uses AI boldly, responsibly and in ways that unlock creative and commercial value.”

MFA CEO Sophie Madden added, “AI is transforming how businesses and consumers engage and operate -- it’s essential that agencies and clients collaborate to establish clear, ethical guidelines that build trust and serve everyone.

"We already have a strong record of working together on critical issues, and joining forces with the AANA and ACA to create an AI Council of Experts reflects the MFA’s purpose of We Are The Changers and our commitment to driving positive change and advancing our industry.”

The AANA also debuted a new tag line at RESET: “Be a member of Marketing’s Future." The conference will include sessions from the likes of Guzman y Gomez co-CEO Steven Marks, Bluey creator Joe Brumm, and The Marketing Academy's founder and global CEO, Sherilynn Shackell.