Ep 11. Should AI Ads Require Labels? IAB's Transparency Framework Explained, with Caroline Giegerich

YouTube just overtook Reddit as the most-cited source in AI search results. Meta's ad revenue is funding a $135 billion AI spending spree. And marketers are about to see a wave of AI ads during the Super Bowl. But here's the question nobody's answering: should advertisers have to disclose when they use AI?

This week, hosts Shiv Gupta and Myles Younger sit down with Caroline Giegerich, VP of AI & Marketing Innovation at the IAB, to discuss the AI Transparency and Disclosure Framework: the industry's first attempt to answer when, how, and why marketers should label AI-generated advertising.

Caroline breaks down the core questions: Do we disclose AI use in advertising? In what circumstances? Who's responsible: the brand, agency, or platform? What's the threshold for requiring a label? 

Caroline walks through what the IAB is building, why it matters, and shares some surprising research: turns out advertisers think consumers love AI ads way more than they actually do. They also dig into Meta's massive earnings, why YouTube citations are changing content strategy overnight, and what marketers should be watching during the Super Bowl.

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Links to IAB's research and framework discussed in this episode: 

Research: https://www.iab.com/insights/the-ai-gap-widens/
Framework: https://www.iab.com/guidelines/ai-transparency-and-disclosure-framework/