Core - AI, Creative and The EU AI Act - What Marketers Need To Know
Foreword
At Core, we have spoken in a number of forums about the enormous potential for AI to act as a collaborative tool that helps our teams and our clients do better work together.
In the area of creative specifically, we believe AI has the potential to support the design and production of more intelligent, effective and adaptive content, operating in tandem with, rather than substituting, the irreplaceable human creativity that generates the brilliant creative idea, the organising thought, and the deep cultural understanding that makes advertising and communications resonate with people.
This document is not intended to explore that endlessly fascinating creative discussion. Instead, it is designed as a practical guide for clients and partners who are beginning to use AI tools in creative development and want to understand the key legal, regulatory and governance considerations that now apply.
As AI adoption accelerates, trust, transparency and human judgement remain critical. The purpose of this guide is to provide a clear and practical overview of what marketing teams should consider when using Gen AI in advertising creative, particularly in the context of the EU AI Act, GDPR, intellectual property and what is expected of Marketers and Communication Professionals.
Caitriona Ní Laoire
- MD, Core Creative
Michael Clancy
- COO, Core
