101: Understanding Gen AI - Opportunities and best practice

2026 brings an updated 101 Knowledge Session programme available for all ISBA members. The sessions - curated in partnership with Pete Davis, MD of Getmemedia.com - deliver valuable insights and learnings from industry experts and address the whole media landscape and communications process.

This 101 session provides a practical introduction to generative AI, its opportunities for marketers, and the best practice required to use it responsibly. We’ll explore what generative AI is, how tools such as large language models and image generators work, and how brands and agencies are beginning to apply them across creativity, operations and customer experience.

Crucially, the session also examines the legal, regulatory and governance considerations surrounding generative AI — including copyright, ownership, bias and compliance — and the implications for client–agency relationships. Designed to be balanced and advertiser-focused, it helps marketers understand how to harness AI safely, confidently and effectively, while avoiding common risks and pitfalls.

What you will learn:

• Understand what generative AI is and how it works (LLMs, diffusion models).
• See how AI is being used across marketing, creative, data and operations.
• Understand the legal, copyright and IP implications.
• Recognise regulatory and compliance responsibilities.
• Manage AI use within client–agency relationships.
• Put controls, policies and training in place.
• Use AI to improve efficiency without increasing risk.
• Understand the limitations, bias and reliability issues inherent in Gen AI.