As a result, the building society has launched a “strategic partnership” with software company Red Marker, which aims to enhance consumer protection through clear and accurate communications.

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The partnership also hopes to proactively minimise risk in marketing and promotional assets and ensure strict adherence to key regulatory requirements.

The move follows two of the bank’s adverts being banned by Advertising Standards Authority (ASA) for “misleading” customers about the closure of high street banks.

The advert, which featured Dominic West and Sunil Patel, stated “Unlike the big banks, we’re not closing our branches” as its closing line. However, according to the ASA, customers were made to believe the adverts in the context of high street bank closures, claiming that although Nationwide had closed fewer banks than others over a ten-year period, despite it still shutting 20% of its branches.

Nationwide Senior Manager Financial Promotions and Advertising Approvals, Susan Turvey, said: “We’re happy to be working with Red Marker, who will enable our teams to become more efficient and help ensure that our customers receive clear, fair and not misleading information through our marketing promotions. For an organisation which is so focussed on delivering the best possible customer service, this is really important to us.”

Red Marker, COO, Mark Wood added: “We’re delighted to partner with Nationwide. Our strategic partnership is a testament to our joint commitment to consumer protection.

“Helping ensure accurate communications while actively mitigating risk in marketing communications is crucial in providing an outstanding customer experience. We are excited to be involved in this pivotal step toward fortifying internal operations and maintaining the highest standards for customer communication at Nationwide.

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Developed in partnership with Perkins School for the Blind’s Howe Innovation Center, the new app offers real-time scenic audio descriptions and narration of the world outside the car window.

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Using a combination of computer vision, generative AI, satellite imaging, and a multitude of other technologies and sources, including geo-targeting and weather reports, the Honda Scenic Audio app creates meticulous details of the drive and offers scenic narrative of what is taking place outside of the car window, going beyond the basics of dictating the scenery.

According to the car manufacturer, the Honda Scenic Audio was launched to create multifaceted narratives with a literary tone and expressive descriptions with nuanced adjectives, recognisable sounds, comparisons of heights and terrain and even the temperature outside.

Honda Senior Manager, Phil Hruska, said: “At Honda, through The Power of Dreams we apply our original technologies and ideas to realise mobility that enables our customers to enjoy life with more freedom, more convenience and more fun.

“By creating a detailed narrative of the roadside views during a scenic driving experience, the Honda Scenic Audio app can help to open imaginations and enhance the joy of car travel to blind and visually impaired passengers.”

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As a result, the health and beauty brand has enlisted singer Jessie J to mark the 20th anniversary of its ‘Campaign For Real Beauty’.

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To celebrate the anniversary, the brand conducted a study which found almost nine out of 10 women and girls say they have been exposed to harmful beauty content online.

This comes as the company said one of the biggest threats to the representation of real beauty is AI, with 90% of the content online predicted to be AI-generated by 2025.

It added the rise of AI is a threat to women’s well-being, with nearly half feel pressure to alter their appearance because of what they see online, even when they know it’s fake or AI-generated.

Commenting on the launch, Jessie J said: “It’s no secret that across the world, including the music industry, women, girls and those who identify as non-binary, face a huge amount of pressure about the way they look. The trends are ever-changing and more intense so it’s a never-ending trap and box to fit in of what “beauty” is. It’s unhealthy, unrealistic, and relentless.

“Social media and emerging technology like AI are accelerating that pressure at an alarming rate. It’s terrifying what it could do to the now and the future generations of young people trying to work out life and who they are. That’s why I am honoured and passionate to be working with Dove to keep beauty real and honest to who we are.

“I will continue to use my voice to celebrate the diversity of all women,” she added.

Dove CMO, Alessandro Manfredi, continued: “At Dove, we seek a future in which women get to decide and declare what real beauty looks like – not algorithms. As we navigate the opportunities and challenges that come with new and emerging technology, we remain committed to protecting, celebrating, and championing Real Beauty.

“Pledging to never use AI in our communications is just one step. We will not stop until beauty is a source of happiness, not anxiety, for every woman and girl,

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As a result, the cloud provider will be able to meet local requirements for cloud environments, accelerate AI adoption and benefits for customers.

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The partnership, which began in 2020 will enable Orange to accelerate its AI adoption in its operations across the 26 countries it serves, with the company also focusing on smarter networks, operational efficiency and improved customer service.

As a result, will bring the cloud to Orange’s own data centres, protecting sensitive workloads that must stay on-premises and also enabling Orange to filter extremely high-volume data.

By bringing the cloud into the data centre via Google Distributed Cloud, Orange is enabling faster deployment of AI applications for local teams, and fostering agility and responsiveness, the telecoms giant said.

Orange Group, CEO, Christel Heydemann, said: “We have a mission to accelerate value creation for Orange with every job, every network, and every customer experience super-powered by responsible AI. Orange sees enormous value in AI across every dimension of our business.

“This partnership with Google Cloud and the cutting-edge solutions announced today are foundational to Orange achieving AI at scale and is a major step towards unlocking significant value from all of our data.”

Google Cloud, CEO, Thomas Kurian, said: “Businesses are increasingly bringing gen AI solutions to the edge of the network to ensure better agility, responsiveness, and resilience.

“Our partnership with Orange addresses that need, combining data, reliable infrastructure, and leading AI technologies to create new solutions to meet Orange’s global needs”

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Being announced at Google Cloud Next 2024 in Las Vegas, the AI-powered marketing operating system is already being used by 35,000 of its employees as well as brands including Nestlé, L’Oréal and FMCG giant Coca Cola.

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As part of the merger, the pair seeks to drive a step-change in marketing efficiency and effectiveness by combining the technology giants’ expertise in data analytics, Gen AI technology and cyber security with the creative agency’s end-to-end marketing capabilities.

The inaugural phase of the partnership is focusing on the development of the following four innovations including hyper-realistic product representation, AI narration, smarter content optimisation and enhances creativity.

Google Cloud, CEO, Thomas Kurian, said: “AI has the potential to unlock new levels of effectiveness for marketers, whether it is optimising campaigns, automating repetitive tasks like brand descriptions, or sparking entirely new ideas.

“This partnership brings the power of Google Cloud’s gen AI capabilities together with WPP’s deep marketing domain expertise to help our mutual customers create better campaigns that resonate with consumers in a deeper way.”

WPP CTO, Stephen Pretorius, added: ““This collaboration marks a pivotal moment in marketing innovation. Our integration of Gemini 1.5 Pro into WPP Open has significantly accelerated our Gen AI innovation and enables us to do things we could only dream of a few months ago.

“With Gemini models, we’re not only able to enhance traditional marketing tasks but also to integrate the end-to-end marketing process for continuous, adaptive optimisation. I believe this will be a game-changer for our clients and the marketing industry at large.”

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Meta’s ‘Made with AI’ comes as the tech giant aims to reassure users over the risks of deepfakes.

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Additionally, the company stated it will no longer remove AI edited images and audio that don’t otherwise break its rules, instead, it will rely on labelling and contextualisation.

Meta, Vice President of Content Policy, Monika Bickert, said: “We agree that providing transparency and additional context is now the better way to address this content.

“The labels will cover a broader range of content in addition to the manipulated content that the Oversight Board recommended labelling.”

Bickert added: “If we determine that digitally-created or altered images, video or audio create a particularly high risk of materially deceiving the public on a matter of importance, we may add a more prominent label so people have more information and context.”

Meta follows the likes of YouTube, which recently launched a new element within its Creator Studio, where creators will have to disclose when they upload AI-generated content.

YouTubers creators will now be required to check a box when the content of their upload “is altered or synthetic and seems real”, to avoid misinformation.

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The study, which features findings from 500 UK CEOs, revealed 25% of those surveyed had to disciplined a member of staff for AI misuse this year.

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This comes as one-third said they worried that AI could be used to mislead customers and lack AI regulation have made them concerned about data privacy threats.

Meanwhile, over half of those polled (51%) said they were planning to introduce a formal code of conduct for AI use to ensure that staff use the technology responsibly.

A further 50% were also planning to send staff on an AI awareness course to increase awareness of its risk.

Commenting on the figures, Investigo, CEO Derek Mackenzie, said: “AI is a very powerful technology, but bosses shouldn’t be afraid of using it. In many cases, problems occur because organisations struggle to understand how best to use the technology as well as having skillsets to deploy it correctly.

“That’s why it’s crucial to have a clear code of conduct in place as well as equipping workers with skills they need to operate AI tools responsibly.”

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According to search-driven content agency No Brainer, which surveyed 500 UK marketing decision-makers, 17% said search engine updates and volatility were the biggest challenge for 2024.

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This was closely followed by in-house skills and up-skilling (16%), anxiety about being replaced by AI (16%), landing media coverage relevant to target customers (15%) and attribution and ROI (15%).

Other challenges included maintaining and growing visibility on search (15%) and market and competitor activity (14%).

However, despite many are AI-induced anxiety around job security, 14% of those surveyed revealed another challenge of the year is understanding about AI could be used.

No Brainer, Managing Director, Gary Jenkins said: “Search, marketing, and PR are industries that have always experienced volatility and change – it’s something many of us working in these industries are used to, and embrace. However, in recent years this seems to have hit new levels and that doesn’t seem to be going to change any time soon.

“There’s a huge amount of complexity and convergence in marketing now, and what agencies like us have to do is help marketing and PR leaders adapt to the shifting landscape in new ways – managing and mitigating the risks, but also seizing the opportunities there for the taking.”

He added: “In an industry historically blighted by burn-out and poor mental health, it’s so interesting to see the threats posed to marketers’ careers by AI is adding another complex layer to those challenges.”

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According to Billion Dollar Boy’s, AI as a Creative Muse: How Generative AI is Influencing the Creator Economy, which surveyed 6,000 consumers, creators and marketers across the US and UK found here in four marketers plan to increase investment in generative AI creator content this year, with two-thirds re-allocating budget from other marketing channels.

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The data also revealed that 60% of consumers stated they prefer a new style of AI creator content compared with traditional creator content.

Some 81% of creators reported better engagement on their AI content. Meanwhile, 87% support clearer regulation of generative AI in the creator economy.

However, while transparent content labelling was among the top two concerns for consumers and marketers, it was the second least important for creators, raising concern as three in five (61%) consumers are unsure whether or not they’ve engaged with generative AI creator content, the research revealed.

Billion Dollar Boy, Global Chief Marketing Officer, Becky Owen said: “Our research reveals a strong appetite for generative AI in the creator economy, with the consensus that it’s improving the quality and diversity of creator content – supported by strong performance results – while also providing efficiencies and solutions. It can alleviate workload; offer cost-effective production at speed and scale; reinvigorate product-centric assets; and combat creative fatigue.

“But concerns around the misuse of the technology mean brands and creators must implement it responsibly and intentionally. In the accelerating race to invest, those who do so strategically will reap the rewards as we move out of the early adoption phase and into an era focused on refining generative AI creator content and exploring new innovations.”

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YouTubers creators will now be required to check a box when the content of their upload “is altered or synthetic and seems real”, to avoid misinformation.

When the box is checked, a marker will appear on the video clip, highlighting to viewers that the footage is not real.

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In a statement, YouTube stated: “The new label is meant to strengthen transparency with viewers and build trust between creators and their audience. Some examples of content that require disclosure include using the likeness of a realistic person, altering footage of real events or places, and generating realistic scenes.”

However, the social media giant added that not all AI use will require disclosure.

It said: “We’re not requiring creators to disclose content that is clearly unrealistic, animated, includes special effects, or has used generative AI for production assistance.”

The news comes as the platform announced its approach to responsible AI innovation in November last year, which included disclosure requirements and labels on all AI products and features, alongside an updated privacy request process.

“Creators are the heart of YouTube, and they’ll continue to play an incredibly important role in helping their audience understand, embrace, and adapt to the world of generative AI,” the statement continued.

“This will be an ever-evolving process, and we at YouTube will continue to improve as we learn. We hope that this increased transparency will help all of us better appreciate the ways AI continues to empower human creativity.”

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