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On 2 February, the House of Lords Communications and Digital Committee issued its report on Large Language Models (LLMs) and generative AI.
We were pleased that the report recognised that the significant potential for LLMs for sectors like ours, particularly in areas such as delivering tailored customer experiences, and it also specifically referenced the Advertising Association’s optimism for the UK’s ability to take advantage of the opportunities that LLMs offer. In addition, the report covered the complexities and risks of LLM and this is why we agree with the report’s recommendation to introduce better assessments and guardrails as we think it is important for the healthy and sustainable development of the technology.
This is a timely and relevant piece of work on AI done by the Committee which we will study in detail. Earlier last year, the Advertising Association formed an AI Taskforce to help shape the industry’s response to AI. We also submitted a response to the committee’s call for evidence, which can be read here.
We look forward to engaging with the Government to help achieve the aim of positioning the UK advertising industry as a world-leading, but responsible, developer and user of AI.
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