It’s Time for Brands to Figure Out Ethical AI, Says our CEO Sal Fuentes

In a recent interview Sal emphasized the imperative for brands to establish ethical frameworks for artificial intelligence (AI) in 2025. He highlighted the increasing integration of AI in marketing, particularly in content creation, noting that Decision Counsel now produces a significant portion of its content using AI-driven visuals and entirely digital voice narrators. Fuentes acknowledged the controversies surrounding AI, especially in light of recent writers’ and actors’ strikes, and stressed the importance of obtaining consent when using individuals’ likenesses in AI-generated media. He also observed a societal ambivalence toward rapid technological advancements, suggesting that while AI offers innovative solutions, it is crucial for brands to navigate its adoption thoughtfully to maintain consumer trust and address ethical considerations.