As generative artificial intelligence becomes increasingly integrated into the creation of marketing content, questions surrounding its origin and clear labeling are becoming part of the industry’s professional standards. Through the European Code of Practice on AI Content Transparency, the European Commission aims to establish common guidelines for labeling materials generated or significantly modified using this technology.
The Code has been signed by McCann Belgrade, McCann Sarajevo, McCann Ljubljana, McCann Zagreb, McCann Skopje, UM Belgrade, UM Sarajevo, UM Skopje and UM Zagreb, all members of AMA Group.
With this step, the group’s agencies have become the first to join the initiative in the markets of Serbia, Bosnia and Herzegovina, Slovenia, North Macedonia and Albania, while its agencies in Croatia are also among the first signatories.
For AMA Group, signing the Code represents a commitment to applying the principles of transparency in everyday work with generative artificial intelligence. The group links the responsible use of this technology to professional integrity, the quality of services provided to clients, and alignment with standards that will shape the industry’s future development.
By joining the initiative, the agencies have confirmed their readiness to actively implement the Code’s guidelines and contribute to the development of a digital environment in which it is clearly recognizable when content has been generated or significantly modified using artificial intelligence.
