ISBA launches AI content creation framework
The Incorporated Society of British Advertisers (ISBA), has partnered with Responsible Marketing Advisory to introduce the Marketers Framework for AI-Enabled Content Creation, a guide designed to support brands adopting AI tools across the creative process.
The framework, available exclusively to ISBA members, responds to rising concerns among advertisers about the impact of AI on consumer trust, authenticity and regulatory compliance.
Guidance on trust, compliance and governance
AI is reshaping marketing workflows, from insight generation and ideation to asset creation, optimisation, governance and compliance. As adoption accelerates, marketers report greater responsibility and a series of unresolved questions.
ISBA members highlight the balance they are seeking. Many are testing AI to improve agility and efficiency while exploring creative opportunities. At the same time, they are assessing implications for brand authenticity, legal accountability and regulatory risk. As AI-generated content becomes more visible, disclosure standards and the role of human judgement have become central considerations.
Embedding AI into the operating model
The framework sets out a structured approach to using AI throughout the creative journey. It aims to help brands identify where AI can deliver business value while establishing safeguards to protect integrity and trust.
Beyond short-term experimentation, the guidance encourages organisations to integrate AI into their broader marketing operating models. The document also includes practical checklists and case examples to support teams at different stages of implementation.
Nick Louisson, Director of Agency Services, ISBA: "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, Responsible Marketing Advisory: "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."
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