The Independent Media Agencies of Australia (IMAA) has launched its AI Guiding Principles, a pioneering initiative for the Australian media sector. Developed in partnership with members and leading Australian AI agency AirStack, the principles aim to provide a framework for the ethical and effective use of artificial intelligence (AI) in the industry.

The 10 principles cover a broad range of areas. The first five principles are a commitment to an ethical foundation for AI, human-centric amplification, transparency in processes, providing continuous learning and education, and equal opportunities for all media agencies with AI innovation and approaches.

In addition, other principles on the list cover safety, reliability and confidence in AI tools, ensuring data privacy and protection measures, alignment to Australian values and net social outcomes, client collaboration and responsiveness, and proactive stances on regulation. This comprehensive approach aims to ensure that AI is used responsibly and productively within the media sector.

IMAA CEO, Sam Buchanan, underscored the significance of AI in the future of the industry. He cited predictions that AI could deliver nearly $6.6 trillion in productivity by 2030 and that breakthroughs in generative AI have the potential to drive a 7% increase in global GDP.

"AI is predicted to deliver nearly $6.6 trillion in productivity by 2030 and breakthroughs in generative AI have the potential to drive a 7% increase in global GDP," Buchanan said.

In addition to the principles, the IMAA has committed to providing opportunities for members to learn more about AI. This will be achieved through forums, engaging with industry experts, and delivering resources to upskill staff.

Buchanan emphasised the importance of unity and collaboration in the face of the opportunities and challenges presented by AI. He said, "The media sector needs to come together to navigate the complexities of AI and ensure it is used to benefit our industry, our clients, and society as a whole."

Established in February 2020, the IMAA is a national industry body that represents Australia’s independent media agencies. The release of these AI Guiding Principles marks a significant step in the organisation's mission to support the industry in navigating the rapidly evolving landscape of media and technology.