UBA and ACC, in collaboration with law firm AdaStone, have introduced an updated standard contract. The aim is to clarify the mutual responsibilities of clients and agencies, safeguard intellectual property rights, and ensure the ethical use of artificial intelligence.
The contract allows agencies to use AI in their projects, but it also gives clients the right to decline its use if they can demonstrate potential damage to their brand image. Additionally, the use of AI must follow strict ethical standards and align with the client’s AI policies, if applicable.
“This contract equips brands with a tool to foster strong, reliable partnerships with agencies. It reflects the latest technological developments, especially in Artificial Intelligence, by defining its use, transparency requirements, and accountability. The contract fits perfectly with UBA’s mission to provide its members with cutting-edge resources, helping them navigate a complex marketing landscape,” said Mira De Maeyer, President of UBA.
“A good contract is like a good foundation for any partnership. It helps solidify the relationship between brands and agencies by addressing all potential challenges upfront. Since every brand/agency relationship is unique, the contract is designed with flexibility, offering multiple options for both parties to tailor it to their specific needs. This makes it applicable to all communication disciplines and types of brand/agency collaborations,” added the CEO of ACC.
Source: UBA
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