ISBA, in partnership with Responsible Marketing Advisory (RMA) has launched the Marketers Framework for AI-Enabled Content Creation to help marketers adopt AI‑enabled content creation.
The framework, which is exclusive to ISBA Members, was developed following growing concern among brands about AI’s impact on consumer trust, authenticity and regulatory compliance.
While AI is transforming the creative process - from insight generation and ideation through to asset creation, optimisation, governance and compliance - marketers say its rapid adoption has introduced new responsibilities and unresolved questions.
ISBA members have shared the balance they are trying to strike. Many are experimenting with AI to improve agility, efficiency and unlock new creative possibilities, but they are also thinking carefully about what it means for consumer trust, brand authenticity and regulatory risk. As AI-generated content becomes more visible, questions around disclosure, legal accountability and where human judgement must remain in the process have moved to the forefront.
The new framework is designed to help advertisers navigate that complexity with confidence. It sets out a clear and practical approach to using AI across the creative journey, helping brands focus on where it can create business value while putting the right guardrails in place. It encourages organisations to think beyond short-term experimentation and consider how AI fits into their wider marketing operating model, so that innovation strengthens performance without compromising integrity or trust. Alongside strategic guidance, the paper includes practical checklists and real-world examples to support teams at every stage.
Nick Louisson, Director of Agency Services, said: “As brands experiment with AI across the creative process, the conversation is shifting from capability to credibility. Consumers are encountering more AI shaped content than ever, yet their expectations differ widely by category, context, and the relationship they already have with the brand. That’s why the challenge isn’t whether to use AI, but how to ensure its use feels authentic, appropriate, and aligned with what audiences expect. Brands recognise that trust is earned when AI supports the brand experience rather than undermines it.”
Michelle Yeadon, Chief Product Officer at Responsible Marketing Advisory, said: “AI is already influencing how marketing teams work, however the real advantage will come to the businesses that approach it thoughtfully, with clear governance and a long-term view. This framework gives brands a way to embed AI responsibly, so it supports better decision making, stronger creative output and lasting consumer trust.”
ISBA members can access the framework, here.