Special Agents: Marketers Want Ethical And Privacy Standards For AI Agents

The rules of marketing engagement are constantly being rewritten, with agentic AI dictating just the latest in the back-and-forth considerations.

For marketers still establishing their grasp, ethics and privacy standards should be part of that basic foundation, according to a recent survey by the Association of National Advertisers and The Harris Poll, that found more than 7 in 10 marketers wanting that to be a priority for the industry.

  (Source: The Harris Poll)

“71 percent of respondents say the industry must establish ethical and privacy standards as AI begins making choices on consumers’ behalf,” says the Signals From The Stage report, which found more than half also wanting the industry to optimize content for conversational AI as well as to “reimagine the path to purchase when discovery and selection happen via agents instead of direct search.”

79% strongly or somewhat agreed with the notion that AI is the new search, speaking to the importance of context as much as keywords.

“The brands that teach AI who they are through structured data, transparency, and credible content will surface first in this new search landscape,” the report says.

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