IMAA strengthens AI rules as generative AI adoption accelerates

Independent Media Agencies Australia has released a major update to its AI Guiding Principles, introducing new guidance around AI-driven targeting, responsible audience use and vendor transparency as generative AI adoption accelerates across the media sector.

The enhanced principles build on the IMAA’s original framework released in 2024 and were developed in collaboration with members, governance and privacy advisory firm FMA Consulting and AI agency AirStack.

The update doubles down on safe and appropriate AI use, with a renewed focus on governance to minimise risk for agencies, staff and clients.

Two new principles address ethical AI-driven targeting and responsible audience use, as well as vendor transparency and supply chain trust, reflecting growing concern around how AI models, data sources and third-party technologies are selected and deployed.

The 2026 principles cover ethical, fair and responsible AI use; human-centric and accountable decision-making; transparency with clients, consumers and vendors; continuous learning and capability-building; privacy-aware and data-conscious AI use; client collaboration and safe innovation; awareness of evolving regulatory expectations; and vendor transparency and supply chain trust.

IMAA CEO Sam Buchanan said the update responds directly to the pace of change in AI.

“When we first released our AI Guiding Principles in 2024, we made a promise to our members that the document would be regularly reviewed and updated as technologies, standards and expectations change,” Buchanan said.

“These enhanced principles demonstrate our commitment to ensuring our members have access to the most up-to-date guidance for responsible AI adoption, and that the guidelines acknowledge ongoing feedback to ensure they continue to reflect member experience and industry practice.”

The IMAA will also step up AI education for independent agencies, including hosting a presentation by the Australian Centre for AI in Marketing at this year’s Indie-Pendence Day, focused on AI education and capability-building.

ACAM founder Louise Cummins said industry-led frameworks play a critical role as AI becomes embedded across marketing and media.

“As AI becomes embedded across media and marketing, shared principles matter. Industry-led frameworks like the IMAA’s help ensure AI amplifies human judgement, creativity and trust,” Cummins said.

The updated AI principles follow the release of the IMAA’s Data Governance and Privacy Principles, an industry-first framework designed to help member agencies navigate Australia’s evolving privacy landscape.