The Canadian Marketing Association (CMA) has rolled out a set of resources to assist marketers as they integrate artificial intelligence into their workflow.

The association’s “CMA Guide on AI for Marketers” and “Setting the Stage on Artificial Intelligence: A Primer for Marketers” were reviewed by the Vector Institute, a Toronto-based not-for-profit corporation dedicated to AI research and the development of responsible AI uptake among businesses.

The documents offer a framework to ensure the ethical, transparent and effective use of AI in marketing by clearly defining roles and responsibilities, according to a news release.

CMA says the guidelines provide clear guidance on the ethical use of AI, real-world strategies for implementation and best practices for training while identifying areas of responsibility throughout the AI marketing ecosystem. In presenting current adoption rates in Canada and an overview of global regulatory initiatives, the association says it is aiming to help marketers work more confidently in alignment with evolving industry standards.

“AI is transforming the marketing landscape at an unprecedented pace,” says Alison Simpson, president and CEO of the CMA. “By providing these valuable resources, the CMA is futureproofing the marketing profession, ensuring our members are well-equipped to harness the power of AI responsibly and effectively.”

Last fall’s “Generative AI Readiness Survey,” which compiled responses from 126 CMA members, revealed AI usage in the industry to be on the rise with 74% of CMA members responding that they use generative AI tools at least weekly at work. The number surpassed the 62% average uptake among Canadian knowledge workers, a group that includes professions such as academics, physicians, engineers and scientists.