The Incorporated Society of British Advertisers (ISBA), in collaboration with the Responsible Marketing Advisory, has unveiled the ‘Marketers Framework for AI-Enabled Content Creation’, which aims to assist marketers with adopting AI-enabled content creation.

The Framework, exclusive to the body’s members, was established following growing concern among brands about AI’s impact on shoppers’ trust.

While AI has changed the creative process, advertisers say its adoption has left them with “new responsibilities and unresolved questions”. Many of the ISBA’s members are experimenting with the technology to improve efficiency and agility.

Nick Louisson, director of agency services at ISBA said: “As brands experiment with AI across the creative process, the conversation is shifting from capability to credibility.”

“Consumers are encountering more AI-shaped content than ever, yet their expectations differ widely by category, context, and the relationship they already have with the brand. That’s why the challenge isn’t whether to use AI, but how to ensure its use feels authentic, appropriate, and aligned with what audiences expect.”

The new framework sets out a “clear and practical” approach to using the technology. It aims to encourage businesses to consider how AI fits into their wider marketing strategy. Alongside guidance, the report also includes checklists and real-world examples.

Michelle Yeadon, chief product officer at Responsible Marketing Advisory, said: “AI is already influencing how marketing teams work; the real advantage will come to the businesses that approach it thoughtfully, with clear governance and a long-term view.

“This framework gives brands a way to embed AI responsibly, so it supports better decision making, stronger creative output and lasting consumer trust.”

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