Creativity, Ethics, and Regulation in the Age of Generative AI

In the age of Generative Artificial Intelligence (GenAI), questions arise about whether the International Chamber of Commerce's Advertising and Marketing Code (the ICC Code) is prepared to handle emerging ethical dilemmas. This chapter reviews the provisions of the ICC Code within the context of Artificial Intelligence (AI), assessing its relevance to issues of originality, transparency, and fairness. Using a mixed-methods approach that combined qualitative and quantitative techniques, specialized marketing and advertising journal articles were analyzed to pinpoint contemporary debates. Our findings indicate that while AI positively transforms creativity and customization in marketing, it also proposes significant ethical and regulatory challenges. Conclusions suggest that the ICC Code needs to be updated to reflect societal changes. This analysis contributes to the discussion on the need for robust regulatory frameworks in a rapidly evolving technological landscape.