Four foundational principles for marketers working with AI

On a hot summer evening in May, a packed committee room in the House of Commons hosted a lively debate on whether Artificial Intelligence is less of a threat to public relations and marketing practitioners than a lack of professional development across both industries.

Chaired by Tulip Siddiq MP, Labour MP for Hampstead and Kilburn, The motion was narrowly carried, with many in the room shifting their stance multiple times as the discussion progressed.

While ‘threat’ was a recurring theme, ‘professional standards’ dominated the conversation—widely seen as key to unlocking long-term commercial success.

Much of the debate focused on rapidly evolving generative AI tools such as ChatGPT and Bard, exploring their current capabilities and their future potential. In contrast to the often sensationalised depiction of AI in the press and by Hollywood, AIs were overwhelmingly discussed as powerful tools rather than personalities.

Such tools were recognised as having huge potential to unlock workforce productivity and creativity. However, many in the room raised concerns that content produced by these generative tools necessitated tight professional oversight from humans to ensure the quality of the output.

Ultimately, the debate concluded that neglecting continuous professional development poses a greater risk to marketing and PR than AI itself. But to maximise AI’s value, both industries must commit to using it ethically, effectively, and in a way that delivers real business value.

James Sutton, CIM’s strategy and commercial director commented: “As marketers, we must adapt and understand what AI means to our organisations, our capability and our customers. Developing the relevant skills, adapting quickly and approaching new technologies with integrity and professionalism will be essential to ensure we leverage the positives brought by AI.”

With that in mind, we’ve designed four foundational principles for marketing professionals to use as the basis for the implementation of this powerful new technology.

1. Act ethically, responsibly and with integrity

CIM members adhere to a code of professional conduct which states that they must 'act with integrity at all times and conduct themselves ethically', and this applies equally to using AI.

While AI presents exciting opportunities, the risk of misuse cannot be understated. One of the critical findings of CIM's debate in the House of Commons was that AI is only as ethical as the humans operating it. Unethical operators have already utilised AI to spread misinformation and disinformation, create deep fakes and commit fraud. So its crucial for marketers to be guided by ethics and integrity when using this new technology.

Alongside ethics, responsibility is crucial. CIM has long advocated responsible marketing practices, and AI is no exception.  The EU introduced the first comprehensive set of legislation governing the use of AI in May 2024. Until specific government legislation and/or regulation comes into force in the UK the use of AI in marketing activities must be guided by professional best practice. Customer trust takes time to build but can be lost in an instant. The risks are particularly high when using new and emerging technologies. Ensure that AI-driven marketing efforts align with your brand values and objectives and remember that quality and relevance should never be compromised.

2. Ensure quality

Generative AI has demonstrated its ability to increase productivity by automating repetitive tasks, drafting copy, generating ideas and summarising documents. However, it has also shown inaccuracies, hallucinations and biases. Therefore, marketers using this technology must employ critical thinking and quality assess the outputs of generative AI.

AI can and does make mistakes. Failure to fact-check its output before publication (and correct any inaccuracies) can be seen as carelessness and, at worst, as a deliberate effort to spread misinformation. It is best practice to utilise a multi-step approval process to ensure data or content is factually accurate before being published internally or externally.

3. Be transparent

While many customers accept AI’s role in marketing, transparency is key.

Businesses should be upfront about how AI is used, particularly when it involves customer data. Establishing clear policies on AI-driven data processing will likely become a standard expectation.

Many agencies and content providers already label AI-generated content, setting an important precedent for open and honest communication.

4. Build AI awareness

Before deploying AI, marketers need to fully understand its capabilities, limitations, and ethical implications. Staying informed on the latest developments in the field, including topics such as best practice, upcoming legislation and privacy concerns is essential.

Developing a deeper understanding of AI technologies will also be valuable, particularly in areas such as:

• Generative AI and content creation
• Programmatic advertising
• Legal and ethical considerations
• Artificial general intelligence and its future impact

Having specialist knowledge will enable marketers to make informed decisions, ensuring AI is used effectively and responsibly.

To find out more about CIM’s recent debate House of Commons head over to the Debating Group’s website where you can access the full report.