As AI grows in advertising, experts warn against bias and misinformation
The rapid adoption of Artificial Intelligence (AI) in media and advertising is reshaping how brands communicate and engage with audiences, but ethical considerations must remain central to its use, according to public relations professional Subhankar Banerjee.
Banerjee, Founder of PR agency Seven Sense Communications, said that while AI has brought efficiency, personalization, and innovation to media and advertising, it also poses serious challenges related to transparency, credibility, and public trust. He stressed that professionals across the industry must take responsibility for how AI-driven tools are deployed.
Highlighting the issue of transparency, Banerjee said that AI-generated content—including automated news articles, deepfakes, and personalized advertisements—should be clearly disclosed to audiences. Failure to do so, he noted, risks misleading consumers and eroding trust. “Audiences deserve to know the origin of the content they consume. Transparency is essential for maintaining credibility in media and advertising,” he said.
Banerjee also emphasized the importance of authenticity and accuracy, pointing out that AI systems generate content based on data patterns rather than editorial judgment. Without human verification, such content can spread misinformation. He said media and advertising professionals must review and validate AI-generated material before publication to ensure factual accuracy and contextual relevance.
On accountability, Banerjee underlined that responsibility for AI-generated content must remain with humans. He noted that editorial teams and communication professionals should oversee AI outputs and remain accountable for their tone, impact, and ethical implications. “AI can assist in content creation, but ethical decision-making cannot be automated,” he added.
Addressing concerns around bias, Banerjee warned that AI systems often reflect biases present in their training data. He called for regular audits of AI tools and the use of diverse datasets to ensure fairness and inclusive communication. According to him, unchecked bias in AI-driven content can reinforce stereotypes and exclusion in media narratives and advertising campaigns.
Data protection emerged as another critical concern highlighted by Banerjee. He said AI-driven media and advertising rely heavily on consumer data, making privacy and security non-negotiable. Compliance with data protection regulations such as GDPR, he noted, should be treated as a moral responsibility, not merely a legal requirement.
Despite the challenges, Banerjee acknowledged that AI offers immense opportunities for the industry, from personalized storytelling to automated media planning. However, he stressed that ethical frameworks, professional training, and continuous monitoring are necessary to ensure responsible AI integration.
Banerjee concluded that the future of media and advertising will depend not only on technological advancement but on how ethically AI is used. He said prioritizing transparency, accountability, fairness, and data protection will be key to maintaining trust and credibility in an increasingly AI-driven media landscape.
