GARM launches Generative AI and Metaverse brand safety playbook
GARM has launched a new guide to incorporate brand safety into Generative AI and Metaverse activations, designed to help advertisers navigate these innovations. Although these are two distinctive technologies, GARM wants to put brand safety at the heart of their development before practices can become established that expose advertisers to reputational risk.
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The Generative AI and Metaverse Brand Safety Playbook provides background and support for industry stakeholders as they consider how to experiment, structure and connect teams that straddle advertiser, agencies and platform organisations, identifying what to focus on to innovate with brand safety and suitability in mind.
For the more advanced in AI and the Metaverse, the guide can be used to help reaffirm current practice, aligning teams and partners. For those starting out or curious, it can help educate on how to navigate advertising opportunities that leverage these technologies.
The new guide has been developed with help from Mars, Unilever, P&G, GroupM, Meta, Google, Publicis, Vodafone, 4As, ISBA, WFA, UM, Roblox and BSI.
The publication is the latest step in GARM’s four-year journey of supporting the advertising industry on monetization and where ads are placed in social media, as well as the development of a voluntary roadmap and flexible frameworks that promote improved transparency, controls and consistency.
“User safety, brand safety, privacy and sustainability are becoming the table stakes in the media industry and should be extended to the way metaverses and AI are designed and built. We should encourage these technologies to be responsible-by-design and sustainable-by-design”, said Rob Rakowitz, GARM Initiative Lead at WFA.
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