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| 1 minute read

The FTC Weighs in on AI-focused Advertising

The Federal Trade Commission (FTC) issued a post all about marketing artificial intelligence (AI) products. The FTC acknowledges that AI products are all the rage these days, but that marketers need to be especially careful in how they advertise such offerings.

The goal with any advertising is to always to honor the FTC's truth-in-advertising principles. For instance, you shouldn't over-sell or exaggerate the AI product's capabilities. Such claims may be deceptive if you don't have the credible and reliable scientific evidence to back it up. Similarly, if you are claiming the AI product is better than the non-AI alternative, you will need credible proof to back up such an assertion. You will also want to make sure you understand any foreseeable risks that may occur with a customer using the AI product and make those clear to the potential customer. Also double check that the product actually uses AI. You can't claim a product is powered by AI, when it is not. Of course, using AI during the development process of a product is not the same as the end product having AI.

As businesses expand into AI offerings, the focus should be on truthful claims that have the appropriate scientific evidentiary support - not just a buzzy marketing word. 

we’re not yet living in the realm of science fiction, where computers can generally make trustworthy predictions of human behavior. Your performance claims would be deceptive if they lack scientific support or if they apply only to certain types of users or under certain conditions.


advertising, artificial intelligence, marketing, brand protection, ai, advertising law, ip