White House AI Action Plan spurs debate among marketers over regulatory oversight in advertising

For as quickly as it has been adopted, generative AI is still largely considered the Wild West, especially when it comes to regulatory oversight. Last week, The White House unveiled its AI framework, that some marketers interpret as the administration taking a hands-off approach to AI regulation that could set a precedent for the ad industry.

The White House’s goal is to win the AI race and “usher in a new golden age of human flourishing, economic competitiveness, and national security for the American people,” according to its news release. Key policies in the action plan include exporting American AI around the world, rapidly building out data centers, “removing federal regulations that hinder AI development and deployment,” and awarding government contracts to LLM developers whose systems are objective and free from ideological bias.

It’s only a framework, but signals the federal government’s push to win the AI race by removing bureaucratic red tape. The action plan has drawn mixed reactions from the industry. Where some marketers see more room to prioritize speed and iteration, others see opportunities for serious legal issues around brand intellectual property, data protection and copyright, according to the four marketers Digiday spoke with for this story.

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