Organizations are increasingly investing in AI systems and tools to enhance business processes and maximize value. AI’s integration with businesses is expanding globally, with recent estimates suggesting that about 42% of companies are using AI in some way, and AI investment is forecasted to reach $200 billion globally by 2025. Generative AI has accelerated this further, with creative industries in particular being transformed by itswide-ranging applications.

Much of the attention so far has been paid to applications that pose a significant risk to human well-being, particularly given the number of high-profile harms associated with the use of AI without the appropriate safeguardsin recent years. However, seemingly low-risk applications of AI can still have important business implications if they go wrong. This is particularly true for industrieslike marketing, where the use of AI tools is becoming ubiquitous, and is directly linked to a firm’s performance and market reach.