Artificial Intelligence is reshaping the advertising industry at high speed. It now influences every step of the marketing value chain including creative development, content production, media optimisation and consumer insights. Yet many brands still face the same questions. What is allowed? What is responsible? What creates real value? And how do we avoid legal, ethical and reputational risks?

This Master Class provides a practical framework for the responsible use of AI in advertising. Participants learn how to combine the opportunities of generative AI with essential principles such as transparency, authenticity, data integrity and consumer protection. They discover how to integrate AI safely and ethically into their creative and operational workflows, supported by real cases, tools and hands-on applications.

What will you learn?

• Understand the impact of AI on the advertising ecosystem and identify where it creates the most value.
• Use AI for ideation, creative development and content generation in a responsible and brand-safe way.
• Recognise legal and ethical risks including intellectual property, deepfakes, disclosure rules, European AI Act, RVR Guideline, greenwashing amplification and data protection.
• Apply a practical framework to evaluate whether an AI output is trustworthy, transparent and compliant.
• Design internal guidelines for responsible AI use.
• Communicate clearly when and how AI was used in line with upcoming regulatory requirements.

For whom?

• Marketing directors and managers
• Brand managers and communication managers
• Digital, social and content teams
• Corporate communication teams
• Sustainability communication leads
• Public sector communication professionals

Language

The training will be given in English and the slides of the presentation will be in English as well.
Participants may respond in the language of their choice.