Executives Across Entertainment, Advertising, Technology, and Policy
Join Founding Advisory Council
LOS ANGELES, Sept. 5, 2024 /PRNewswire/ — Entertainment, advertising, technology, and policy leaders have joined forces to announce the creation of the ‘In-Scene AI Ethics Council’, with a mission to ensure AI is used responsibly and effectively in the field of virtual product placement to benefit consumers, creators, and businesses.
Generative AI had its breakout year in 2023 and is on track to become a $1.3 Trillion market by 2032. Its rapid rise, particularly its ability to manipulate video and change the context and intent of the original content, has raised significant concerns worldwide. The need for stringent oversight to protect brands, viewers and content providers from Deepfakes, and other pervasive forms of synthetic media, is clear.
Recognizing the need for guidelines, especially in the largely unregulated realm of AI-driven advertising, Ryff, a vocal critic of the Deepfake phenomenon, has convened a powerhouse council of expert business leaders from across the media and entertainment sectors. This council aims to develop a comprehensive framework for self-governance, while also establishing industry-wide standards for in-scene advertising.
Founding members include:
“The AI market is exploding, and its impact on advertising is undeniable. We believe it’s essential to establish ethical guidelines and best practices to ensure its responsible and effective use,” said Garry Edwards, Chair of the In-Scene AI Ethics Council and Chief Strategy Officer at Ryff. “We are honored to have such a distinguished group of individuals join us on this mission – their expertise and leadership will be invaluable in shaping the future of AI in advertising.”
The In-Scene AI Ethics Council will focus on several key objectives in its inaugural year, including:
A special report from their first meeting will be distributed in October. To receive findings and more information, contact info@ryff.com.
About Ryff
Based in Los Angeles, Ryff specializes in In-Scene Advertising. Its proprietary GPU-based visual computing, AI, and ML platform, Spheera™, can ingest, analyze, and deliver brand and product integrations, at scale, into sport, film, TV, and social media. Targeting a $190 billion digital video advertising and brand safety and compliance markets, its mission is to transform the way brands engage with audiences through authentic, context-aware product placement.
SOURCE Ryff Inc
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