Generative AI and Metaverse brand safety playbook
Over the last year, the media industry has been abuzz on AI and the Metaverse. As with every new technology, it’s up to many of our media leaders to experiment and learn by doing. As we start to navigate these new innovations, GARM wants to help you navigate these “test and learn” opportunities with safety and suitability in mind.
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That is why we are launching the GARM Safe & Suitable Innovation Guide: Assessing brand safety and suitability concerns for Generative AI + the Metaverse, a playbook that helps advertisers, agencies, platforms and independent providers consider the brand safety and suitability needs for these two new digital media innovations.
This guide provides foundational education on how these new innovations raise new brand safety and suitability considerations, raises key concerns for the industry, and where relevant highlights best practices and new ways of working to consider within the confines of a campaign.
We recognize these technologies rapidly evolve and therefore will continue to update the guidance herein based on marketplace realities and new case studies that help evolve the voluntary frameworks suggested herein.
With thanks to members from Mars, Unilever, P&G, GroupM, Meta, Google, Publicis, Vodafone, 4As, ISBA, WFA and UM for making this guide possible.
The full playbook can be downloaded below:
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WFA