🤖 AI Can Supercharge Your Brand or Sink It. Here’s the Line Not to Cross

By 2026, AI Could Be Behind 90% Of Online Content… 😳

AI allows us marketers to scale like never before, but unchecked, it can risk misleading consumers, breaking laws, and damaging your brand trust.

👀 What’s At Stake?

• Consumer trust is fragile: A fake testimonial or a deepfake ad can trigger a backlash.

• Regulators are watching: The FTC, states like CA, CO, UT, and TX, are tightening rules.

• One AI misstep = brand risk: AI doesn’t shield you from legal consequences. It amplifies them. 📣

  

  Giphy

🔍 Your Ethical AI Marketing Playbook

1. Use AI, But Keep It Honest

• Disclose AI-generated images, influencers, or testimonials.

• Don’t impersonate real people or fabricate results.

• Avoid hype. You’re liable for AI-generated false claims.

2. Human Oversight Is Non-Negotiable

• Treat AI like a junior copywriter: helpful, but prone to errors.

• Always fact-check, QA, and review AI content before it goes live.

• Edit for tone, accuracy, and brand alignment.

3. Transparency = Trust

• Nearly 90% of consumers want to know if content is AI-made.

• Use simple disclosures: “AI-generated image,” “Written with AI assistance,” etc.

• In regulated spaces (finance, health, politics), it’s not optional.

Need a Checklist To Audit Your AI Practices?

📌 [FREE RESOURCE] The MA AI Compliance Checklist.🛠

🎯 Use AI Creatively, Not Deceptively (There’s A Big Difference)

✅ Do:

• Label AI visuals clearly

• Use AI to enhance your brand story

• Maintain logs of where and how AI was used

❌ Don’t:

• Auto-generate fake reviews or user personas

• Upload sensitive customer data to AI tools without safeguards

• Let AI engage customers directly without human oversight

⚖️ Stay on the Right Side of the Law

• FTC Rule #1: If it’s deceptive, it’s illegal—AI or not.

• New rules: Fake AI reviews, undisclosed AI bots, and impersonations are already regulated in some states.

• IP risks: AI copyright issues are unresolved, so use paid accounts from your AI providers with clear indemnity protection.

🧠 Pro Tip: AI is moving fast. Review your AI practices quarterly with legal/compliance teams. A good example is that Generative AI is in most email platforms today. How do we want to disclose?

 💫 Lead with Ethics, Win Long-Term

What You Can Action Right Now

1. Build an internal AI policy: 

   • With clear roles and examples of what to do and not

   • Review them quarterly

   • Train your team
     

2. Audit AI usage. Did a team deploy a new AI bot that is not covered by your privacy policy, and it's now sharing extensive customer information?

   • Many states are adopting California's right of removal, Can you and your vendors comply?

Be a brand that does AI right.

Ethical AI = Strategic Advantage. Done right, AI supercharges your team without putting your brand at risk. Use it transparently, responsibly, and creatively.

Let me know how you’re keeping your team safe while still growing it with AI — I read every email! 👊🏼

And for everyone who celebrates, have a happy Easter weekend.🐰

Alec