AI is already proving a game-changer in how we regulate, says ASA chief

At the Advertising Standards Authority , we’ve donned the sunglasses and rolled up our sleeves, and AI is already proving a game-changer in how we regulate.

Last year , our system scanned 28 million ads with machine learning and, increasingly, large language models, finding the likely non-compliant ads we're interested in.

AI-based tools are embedded in our work to help us monitor and tackle ads in high-priority areas.

Advertisers who harness AI can’t abdicate responsibility for the creative content that it produces.

The ASA urge businesses to be careful: use the good of AI , but avoid the bad.

We are witnessing the next technological revolution that will change society in ways the internet did, perhaps even more.