Establishes an ethical, legal, and creative manual to address the challenges of AI-driven branded content.
The Branded Content Marketing Association (BCMA Spain) has launched a new edition of its guide Branded Content in the Age of Artificial Intelligence, a document that seeks to offer brands, agencies, production companies, and professionals in the sector an updated reference framework on the responsible and creative use of artificial intelligence in communication. This revision expands and updates the 2023 version, adapting it to the dizzying technological advances and new European regulatory frameworks, including Regulation (EU) 2024/1689, which reinforces the demands for transparency and control in the use of AI tools.
The guide comprehensively addresses the main challenges and opportunities that artificial intelligence poses to branded content. It analyzes the fundamentals of AI, defines key concepts, and offers an overview of the most used tools by the sector. It also dedicates a section to the legal challenges derived from the use of automated systems in content creation, paying special attention to issues such as intellectual property, the authorship of AI-generated works, and data protection.
Among the most notable recommendations in the document, the organization emphasizes the importance of guaranteeing traceability and transparency in AI creation processes, as well as the need to apply ethical principles that protect audience trust. The association proposes a collaborative approach in which artificial intelligence acts as an amplifier of the human gaze, not as a substitute for creative talent. In this sense, it highlights that clearly communicating the use of AI will be as relevant as its correct application, becoming a new differentiating element for brands.
