Category: In the News

A coalition of media organizations, including the Guardian and the Financial Times, has released a new standard for tracking how AI tools use publishers’ content.

The Standards for Publisher Usage Rights initiative, or SPUR, released the content telemetry standard today and has invited OpenAI, Anthropic, Google, Meta, Microsoft to help shape how the standard is implemented, said Alex Springer, SPUR’s technical lead.

If they accept, they will join SPUR’s new, invitation-only AI Licensing Advisory Board, set up to help ensure the standard reflects the entire AI ecosystem. 

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Companies like hospitality chain Wyndham Hotels & Resorts, consumer healthcare firm Opella and betting brand BetMGM have little in common. What they do share is a broad portfolio of individual products and a need to spin up large quantities of digital creative assets to market them.

All three brands are building in-house creative teams trained to leverage AI to mass-produce digital creative assets, paired with media performance data that informs the next campaign or iteration. It’s a sign that scaled AI creative production is becoming ordinary among marketing’s upper middle tier advertisers.

While the first advertisers to press ahead and scale up AI production efforts were companies with industry-leading media and marketing budgets like Unilever, Coca-Cola or L’Oréal, advertisers outside that pantheon have begun to build out similar capabilities.

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