IMAA Updates AI Guiding Principles: Focus on Governance and Supply Chain Trust
The Independent Media Agencies Australia (IMAA) has released a significant update to its AI Guiding Principles, reflecting the evolving landscape of generative AI in the media sector. This update comes in response to valuable feedback from its members, emphasizing the need for robust governance and transparency in AI use.
Background and Development
Originally established in 2024, the AI Guiding Principles serve as a practical framework for independent media agencies navigating the complexities of AI technology. The recent enhancements are the result of collaboration between IMAA members, governance and privacy advisory firm FMA Consulting, and AI agency AirStack.
Key Updates in the Principles
The enhanced principles reaffirm the IMAA’s commitment to promoting safe and ethical AI usage. They now include:
- Ethical AI-driven targeting and responsible audience use.
- Vendor transparency and supply chain trust.
These additions aim to minimize risks for both staff and clients while fostering a culture of accountability and ethical decision-making.
Comprehensive Guidelines
The 2026 IMAA AI Guiding Principles encompass:
- Ethical, fair, and responsible AI practices.
- Human-centric and accountable decision-making.
- Transparency with clients, consumers, and vendors.
- Continuous learning and capability building.
- Privacy-aware and data-conscious AI use.
- Collaboration with clients for safe innovation.
- Acknowledgment of evolving AI and regulatory expectations.
Education and Capability Building
The IMAA is also dedicated to enhancing AI education within the industry. A key initiative includes providing a platform during this year’s Indie-Pendence Day, where the Australian Centre for AI in Marketing (ACAM) will conduct a presentation focused on AI education and capability building.
ACAM aims to demystify AI and foster ethical AI capabilities across the marketing and media sectors. It supports organizations in understanding, adopting, and governing AI responsibly, emphasizing human-centered design and education.
Commitment to Continuous Improvement
IMAA CEO, Sam Buchanan, noted the enhanced principles are a direct response to the rapid advancements in AI technology. The organization remains committed to reviewing and updating its guidelines regularly based on member feedback and industry practices.
These principles underscore the IMAA’s mission to ensure that AI adoption is ethical, transparent, and aligns with the best interests of its members, clients, and Australian audiences.
Future Directions
The updated principles also emphasize the importance of empowering members through forums, engagement with industry experts, and resources designed to upskill staff. This proactive approach helps member agencies navigate the evolving national privacy landscape, further supported by the IMAA’s recently released Data Governance and Privacy Principles.
In conclusion, the IMAA’s updated AI Guiding Principles represent a significant step forward in establishing a cohesive, ethical approach to AI in the media industry, ensuring that the technology amplifies human judgment, creativity, and trust.
