The ad industry’s plan to define what counts as AI

When Caroline Giegerich talks to marketers about AI-generated video, the discussion always seems to orbit the same point: risk. Not the dystopian kind — the reputational kind.

Giegerich, IAB’s vp of AI, recalled a moment that emphasized it. A friend at The Weather Company recently showed her an image of an RV created by an AI tool and asked what she thought. It looked fine. Then they pointed out the glitch: the RV had two HVAC units on the top of it — something that would not be possible for an RV of that size.

“It was AI-generated,” she said. “I would’ve never known.”

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