The Slovenian Advertising Chamber (SOZ) has presented the document Best Practices “Ethical Guidelines for the Responsible Use of Artificial Intelligence Tools”, aiming to establish a clear and practical framework for the use of AI tools in advertising and communications at a time when the industry is undergoing one of its deepest transformations to date.
The document is intended for a wide range of users, from those just encountering these technologies to experienced professionals, and covers various organizational and sectoral environments in which communication processes take place. Its goal is not to limit creativity or technological development, but to guide the use of artificial intelligence in a way that strengthens transparency, accountability and long-term trust in the advertising profession.
As highlighted by Miha Kocjančič, head of the working group that prepared the document, the guidelines serve as a framework for making better decisions: “If we want artificial intelligence to contribute in the long term to better work, better decisions and greater efficiency, we must devote equal attention to transparency, accountability and trust.”
Artificial intelligence is changing the rules of the game
SOZ emphasizes in the document that artificial intelligence is not only changing tools, but also the very foundations of how communications are planned, created and optimized. Automated content generation enables faster idea development and more precise message tailoring, but at the same time raises questions of credibility, control and responsibility.
Regardless of the level of automation, advertisers and agencies remain the decision-makers who shape the meaning and perception of brands. The document therefore places particular emphasis on the importance of human oversight, protection of personal data, prevention of bias and clear labeling of content created with the help of artificial intelligence. Otherwise, the greatest risk is not technological or legal, but the gradual erosion of public trust in advertising as a whole.
From principles to concrete practice
The guidelines also provide a concrete framework for application in everyday work. Among the key principles are the active role of humans in decision-making, targeted and responsible use of technology, compliance with legal regulations and copyright, as well as continuous identification and mitigation of bias. The document also distinguishes between different uses of artificial intelligence in advertising, from generative tools and chatbots to personalization and programmatic advertising, along with an assessment of risk levels and recommendations for responsible application.
Special attention is given to high-risk practices such as manipulative content, deepfake technology and political advertising, where transparency and control are key to maintaining trust.
Standards arriving at the right moment
The document is based on the guidelines of the European Association of Communications Agencies (EACA), but has been adapted to the specifics of the Slovenian market and regulatory framework.
In the context of the growing role of artificial intelligence in decision-making, such initiatives are becoming crucial for setting shared industry standards. Not only as a regulatory tool, but as a foundation for preserving the credibility of the communications profession in the era of automation.
The document is available here.
