Brand Safety in the Age of AI Chaos

EDITOR'S NOTE

Hey there! 👋🏻

AI is writing, designing, and even sliding into your customers’ DMs for you. That’s impressive, but here’s the real concern is if it still sounds like you.

Handing your story to machines without guardrails is like giving your intern your X login and hoping for the best. When AI drifts off-brand, it’s not just cringe, it’s costly.

This week, we’re unpacking what AI brand safety really means, how to stop automation from rewriting your voice, and how to build systems that keep your content smart, human, and unmistakably yours.

Let’s go!

TL;DR 📝

• AI is great for speed and scale, but without clear guardrails, your brand voice can drift fast.

• Create an AI governance framework with clear policies, ethical standards, and accountability.

• Define brand suitability (not just safety), ensure tone, context, and visuals truly fit your brand.

• Keep humans in the loop, review key outputs, train teams on AI ethics, and run regular audits. Be transparent when AI is involved; it builds trust and protects your credibility.

NEWS YOU CAN USE 📰

AI content tools like ChatGPT and Claude can help you scale faster, but without the right AI brand voice guidelines, your messaging can quickly drift off-brand. A clear and structured approach to tone, phrasing, and prompts is key to ensuring AI-generated content still sounds like you. [Source: Oxford College of Marketing] 

An effective brand voice is crucial for maintaining consistency and reliability in the eyes of your audience. As businesses scale and produce more content, the challenge of maintaining this voice becomes more complex, especially when using AI-driven content creation tools. [Source: ACAI] 

Navigating brand safety in 2025. As the ad industry evolves, what is the state of brand safety in 2025? We questioned a range of industry experts on the topic, gathering their insights on how advertisers can navigate it. We’ve been living through a tumultuous timeline when it comes to brand safety, as new risks rear their head and many old obstacles remain. [Source: ExchangeWire]

The ethics of generative AI and responsible content creation. Artificial intelligence (AI) has made tremendous strides forward in recent years. One of the most exciting and potentially game-changing applications is generative AI. Generative AI allows machines to create content, including written copy, graphics, and videos. Generative AI is creating new content at a rapid pace, not just consuming and processing existing content. [Source: Contently]

How To Ensure Brand Safety in the Age of AI Chaos 💡

Automation is powerful, but it’s also literal. If you don’t teach your AI who you are, it’ll guess. Badly.

Here’s what you need to do:

1. Build an AI governance framework: Spell out how AI should (and shouldn’t) represent your brand. Set boundaries. Define who approves what. Treat AI like a creative intern; train, review, repeat.

2. Set clear AI policies: Decide where AI belongs (content, support, marketing) and where it doesn’t. Keep every use aligned with your values. Typeface AI is one example that bakes tone, review loops, and brand rules right into the workflow.

3. Define brand suitability: Suitability means making sure every AI output feels on vibe. A luxury brand shouldn’t sound like a meme page.

4. Appoint an AI ethics team: Cross-team, cross-functional. Involve the legal,  marketing and product teams to catch problems early and ask the questions no one wants to.

5. Use AI to monitor AI: AdCreative AI and similar tools can check content for tone, risk, and compliance in real time. It’s AI babysitting AI, and it works.

6. Keep humans in charge: Automate, yes, but always sign off like a human. Especially for sensitive campaigns. Train your teams to spot bias, context misses, and tone slips.

THIS WEEK'S PROMPT 🤖

Use this prompt with ChatGPT, Claude, Gemini, or any advanced AI assistant to establish AI brand safety guidelines for your brand.

Act as a Chief Brand Officer for [Your Brand Name], a company in the [Your Industry] sector. My brand is known for [Key Brand Values/Attributes]. We are increasingly using AI for [AI Use Cases, e.g., content generation, customer service, marketing campaigns].

Your task is to help me develop a comprehensive AI Brand Safety and Governance Framework. For each of the following areas, provide actionable strategies and a specific prompt I can use with an AI assistant to generate relevant content or analysis

1. Defining Brand Voice And Tone for AI

Outline key parameters for AI-generated content to ensure it consistently reflects our brand voice and tone.

Generate a detailed brand voice and tone guide for AI, specifically addressing [Your Brand Name]'s [Key Brand Values/Attributes] and [Your Target Audience] to ensure all AI-generated content is on-brand. Include examples of acceptable and unacceptable phrasing.

2. Mitigating Bias And Ensuring Fairness

Identify potential sources of bias in AI-generated content relevant to [Your Brand Name] and propose strategies to mitigate them.

Analyze potential biases in AI-generated marketing copy for [Your Industry] and suggest specific techniques to ensure fairness and inclusivity in [Your Brand Name]'s AI outputs. Provide examples of biased and unbiased language.

3. Preventing Misinformation And Maintaining Accuracy

 Develop protocols to prevent AI from generating or disseminating misinformation related to [Your Brand Name] or its industry.

Draft a set of content verification protocols for AI-generated informational content, focusing on accuracy, source citation, and fact-checking mechanisms before publication.

4. Transparency And Disclosure

Propose clear guidelines for transparently disclosing AI involvement in content creation or customer interactions to build and maintain trust.

Create a policy document for [Your Brand Name] outlining when and how AI-generated content or AI interactions must be disclosed to our audience. Include example disclosure statements for different scenarios (e.g., chatbot, AI-written blog post, AI-generated image).

5. Human Oversight And Accountability

Define the roles and responsibilities of human teams in overseeing AI outputs and ensuring accountability for AI-driven communications.

Develop a workflow for human oversight of AI-generated marketing campaigns for [Your Brand Name], detailing review stages, approval processes, and clear lines of accountability for final content.

MEME OF THE WEEK

HAVING FUN WITH AI

Here’s a fun prompt I came across, X from Shreya:

A 100% ultra-realistic photo. The photo features a male person with the exact face and facial details from the uploaded reference image.

Scene Description

The person is standing in a modern, fun, and playful studio next to a large, Black, 3D sculpture of the word "PROMTY" in orange, wearing chunky white sneakers.

The sculpture is approximately 190 cm tall.

Composition & Style

• The overall style is fun and playful.

• The letters of the word sculpture are stacked vertically, creating a tall, pillar-like structure beside the person.

• The shot is taken from a low angle to emphasize the height of the person and the grandness of the sculpture.

I uploaded my profile picture together with this prompt.

WRAPPING UP 🎁

AI is the loudest intern you’ve ever hired. It can make you sound brilliant or bonkers.

The brands that win won’t silence the bots. Instead, they’ll train them. Set the rules, build the guardrails, and keep humans steering the story.

Until next time, keep your prompts sharp. 🌅

Alex Lielacher

P.S. If you want your brand to gain more search visibility in Google AI Mode, ChatGPT, and Perplexity, reach out to my agency, Rise Up Media. We can help you with that!