AI remains the pivotal topic of conversation across the world of business-from Wall Street, to board rooms, to sales pitches, to paid media.

In the advertising world, AI has already been at work for over a decade, powering programmatic advertising and optimizing media buying across the open internet. Today, new developments from the realm of generative AI (GenAI) are set to revolutionize the landscape even further.

As agencies and CMOs navigate these new opportunities, their leaders must balance two directives: First, embracing AI tools to increase efficiencies, grow revenue, and stay at the cutting edge of innovation. And second, protecting their businesses from the threats that come along with these tools. It's a fine line to tread, but leading organizations are finding ways to approach these new technologies so that they benefit their businesses and bottom lines while minimizing liabilities.

To do this, advertisers must thoroughly understand the risks posed by AI. The most significant ones fall into three main categories: brand safety concerns tied to GenAI-created misinformation, considerations around how AI-generated advertising will land with a consumer base that's largely wary of AI, and potential legal risks to agencies and brands related to data privacy and deceptive advertising practices.

Industry leaders must grow increasingly knowledgeable on these topics and develop best practices, processes, and skillsets across their teams to ensure any forays into new AI-driven advertising tools are safeguarded against risk.