Marketing
Copy, imagery, analysis: where AI helps immediately in marketing, and which labelling and advertising rules apply.
What works well
- Deriving channel-specific short versions from a long-form article.
- Producing variants of subject lines and ad copy.
- Rendering content in further languages and in plain language.
- Alt text, subtitles and transcripts for accessibility.
- Grouping reviews and mentions by topic.
- Generating illustrations and backgrounds, without real people.
Introduction
- 01
Supply a style guide
Ten rules and three example texts do more than any description of the tone you want.
- 02
Start with variants
Many channel versions from one approved source text. The content is already cleared; only the form changes.
- 03
Legal review inside the flow
Misleading claims, mandatory information, comparisons, trade mark use. Before publication, not after.
- 04
Measure effect
Not the number of texts produced but the response per channel against the baseline.
The regimes that apply at once
| Regime | Subject |
|---|---|
| Unfair competition law | Misleading claims, comparisons, mandatory information |
| Copyright | Third-party works as source material, rights in the output |
| Trade mark law | Third-party signs in generated content |
| GDPR | Personalisation, profiling, consent |
| AI Act Art. 50 | Labelling of generated content, deepfakes |
| Personality rights | Depicting and imitating real people |
What belongs in the campaign record
- The source text with approval and date.
- Prompt and model version per generated version.
- Evidence of the legal review before publication.
- For generated imagery: prompt, seed and the labelling applied.
- For figures and comparisons: the source with a date.
The penultimate point is also practical: without a seed, a variant of an image cannot be reproduced, and a later reprint looks different from the approved artwork.
Choosing a task in marketing
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Selection sheet and templates: marketing
A sheet that picks the first task out of the ones marketing actually has, with two tested templates and the review steps for them.
Worksheet3 items