KS/CS Association presents guidelines on the use of AI in advertising
KS/CS Kommunikation Schweiz, the umbrella organization for the Swiss advertising industry, has published practical legal guidance on the proper use of artificial intelligence (AI) in advertising. This guidance is intended to serve as a guide for members and all advertising professionals when using generative AI.
Artificial intelligence influences the work of all advertisers to a lesser or greater extent and constantly raises new questions in its application. Can an image generated by AI be used freely and commercially? Does AI generally create copyright-protected works?
To answer these and other questions, Fanny Rocchi, Head of Legal Services at KS/CS, has compiled current and industry-relevant practical tips. When it comes to the question of the extent to which AI results may be used in advertising, the currently applicable laws must be observed. However, these often present a challenge in practice: "As part of the legal information that KS/CS provides to its members, more and more questions have arisen in recent months about the use of artificial intelligence in advertising. In order to simplify the work of our members in the long term, the development of these practical tips was therefore an obvious step," says Fanny Rocchi.
The guide follows the current legal requirements and contains easy-to-understand tips on the use of AI systems, what to consider when entering data into AI systems, how to deal with AI-generated content, what rights to AI results may exist and other advice on the use of AI results. It remains to be seen how legislation and case law in Switzerland will develop in this area. KS/CS is following these developments closely as part of its work and is committed to ensuring an appropriate framework.
All tips are available here.
