The Independent Media Agencies Australia (IMAA) has unveiled an updated version of its AI Guiding Principles, initially launched in 2024. This revision has been developed in collaboration with IMAA members, FMA Consulting, and AI agency AirStack, aiming to address the evolving landscape of artificial intelligence in the media and marketing sectors.
The 2026 IMAA AI Guiding Principles present a thorough framework dedicated to promoting ethical, fair, and responsible use of AI technologies. Central to these principles are human-centric decision-making, accountability, transparency with clients and consumers, and ongoing learning and capability development. The guidelines also advocate for privacy-aware and data-conscious AI practices, emphasizing collaboration with clients and the importance of safe innovation.
Among the significant updates are two newly introduced principles: ethical AI-driven targeting and responsible audience use, alongside vendor transparency and supply chain trust. These additions are designed to enhance the existing framework by addressing emerging concerns surrounding AI deployment in the media and marketing fields.
IMAA CEO Sam Buchanan remarked, “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.” He added, “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 is also actively promoting AI education within the independent media sector. This commitment includes hosting a presentation by the Australian Centre for AI in Marketing (ACAM) at the “Indie-Pendence Day” event, highlighting the need for collective industry understanding and application of AI.
Louise Cummins, Founder of ACAM, emphasized the importance of shared principles in the industry, stating, “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.”
The release of the updated AI Guiding Principles follows the IMAA’s introduction of its Data Governance and Privacy Principles, which stands as an industry-first framework for navigating the national privacy landscape. This emphasis on governance underscores the IMAA’s proactive approach to fostering ethical practices in an increasingly complex digital environment.
Buchanan elaborated on the IMAA’s approach, stating, “We will continue to be proactive in taking a principles-based approach to AI, recognising our position at the forefront of a cohesive and ethical industry approach.” He reiterated the document’s role in aligning members around a shared commitment to adopting AI ethically, transparently, and in the best interests of the industry, clients, and Australian audiences.
As artificial intelligence becomes more ingrained in media and marketing, the need for robust guidelines and frameworks grows ever more critical. The IMAA’s revised principles reflect an industry-wide acknowledgment of this necessity, aiming to ensure that AI technologies are utilized responsibly and effectively in the years to come.
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