Introducing the AI Guide for Media and Marketing Communications

By: Trademagazin Date: 2025. 06. 24. 12:00

The first comprehensive Hungarian AI handbook was prepared in an exemplary collaboration between the most important domestic communication professional organizations. The document aims to offer practical guidance to any relevant industry player on the transparent and ethical way of using AI, along a transparent framework; with particular attention to the conceptual, content production, legal and regulatory, ethical, application, data security, performance measurement, and collaboration areas. Due to its pioneering nature, the gap-filling AI handbook can also serve as a guideline for other fields and users.

At the invitation of the Association of Hungarian Communication Agencies (MAKSZ), in cooperation with the Association of Hungarian Newspaper Publishers (MLE) and the Hungarian Marketing Association (MMSZ), with the support of the Self-Regulating Advertising Board (ÖRT), 8 other professional organizations, as well as KPMG, Baker McKenzie, and Microsoft, the first comprehensive professional AI guide was created.

The possibilities offered by artificial intelligence systems have transformed the way content is produced and distributed and raised new questions about the professional processes of the communications industry and the regulation of related quality and ethical issues.

Although the EU 2024 AI Act laid the foundations for regulation, the answers to industry-specific and ethical questions have been left to professional communities. The media and marketing communications industry is the first to respond to this challenge with the AI Handbook, which focuses on six key areas. (1. Conceptual foundations and AI dictionary, 2. Legal and regulatory information, 3. Ethical dilemmas and proposed solutions, 4. Copyright issues, data security protocols, 6. Industry cooperation.)

The Handbook provides practical help for daily work with self-checklists and specific recommendations, while also supporting strategic decision-making. The 1.0 version, which was completed in April 2025, will be continuously updated by the 12 publishing organizations in line with technological and legal changes.

“For the Association of Hungarian Communication Agencies, it is of utmost importance that the ethical, legal and market frameworks for the use of artificial intelligence are jointly undertaken and transparent. We are proud that through this collaboration, the domestic communication industry was the first to recognize the need for self-regulation and responsibility in relation to the rapid and only partially regulated spread of artificial intelligence. Our member agencies form a bridge between media owners, technology service providers, advertisers and communication industry professionals every day, thus experiencing first-hand the opportunities and dilemmas offered by AI. The completed AI handbook is the result of a unique collaboration that clearly demonstrates the need for common positions in this rapidly changing technological environment,” said Nikolett Blaskó, President of the Association of Hungarian Communication Agencies, which initiated the initiative.