According to new research by Frontify, three-quarters (76%) of CMOs admit that artificial intelligence (AI)-generated fake-brand partnerships are their worst nightmare.

Now that anyone with a browser can access publicly available AI tools, brand parodies are flooding the internet, causing a majority (77%) of CMOs to call for greater governance around how AI is implemented.

The generative AI parodies have included some of the world’s biggest brands, from IKEA and Patagonia’s ‘fake brand partnership’, to Crayola and Adidas dropping a new rainbow sneaker.

AI continues to grow in influence across the marketing industry. In 2021, the market for AI in marketing was estimated at 15.84 billion US dollars. The value was then projected to increase to more than 107.5 billion by 2028.

Nine in 10 (93%) of CMOs argue that due to the growing use of AI, protecting their brand has become even more important to their job role. Alongside that growth, over three-quarters (77%) of CMOs agree that striking the right balance between protecting a brand from AI and stimulating creativity is key.

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