The Intention Advantage Summit I

Summit I: The Intention Advantage – Trusted Advertising in the Age of Agentic AI

The Institute for Advertising Ethics, in partnership with IEEE Standards Association, convened industry leaders to explore how agentic AI is transforming advertising, and what it will take to build trust in this new era.

Key themes included the growing autonomy of AI systems, the business value of ethics and trust, defining the line between ethical persuasion and manipulation, empowering consumers through the emerging "Intention Economy," embedding governance and human oversight into AI design, and addressing the legal, societal, and workforce implications of autonomous technologies.

The report concludes that trust can no longer be an afterthought. Organizations must build ethical principles, transparency, and accountability into AI systems from the very beginning to ensure advertising serves people, not just performance.