As Digiday reports, Publicis Group has joined the Coalition for Content Provenance Authority (C2PA), which advocates for responsible AI practices. The organization was formed in 2020 and also counts Adobe, Microsoft, Intel and the BBC among its members.

C2PA is setting up frameworks for content verification. It’s also developing means of safeguarding the authenticity of AI assets. “We started to view [generative AI] as something that starts to quickly impact huge populations and [ad] spend, potentially in very concerning ways," Jem Ripley, CEO of Publicis Digital Experience, is quoted as saying.

A spokesperson for Omnicom confirmed to Digiday that the company is in talks with the coalition about joining, while a Dentsu representative indicated that the company was also considering membership. Meanwhile, LinkedIn has begun testing a new AI tool for marketing pros, as ZDNet reports. The networking platform’s new Copy Suggestions, based on OpenAI GPT models, generates recommended headlines and copy using data from a marketer’s LinkedIn Page and Campaign Manager settings.

What’s more, as Marketing Dive reports, Salesforce has launched a couple of its own new AI offerings, Marketing GPT and Commerce GPT. Marketing GPT can automatically pop out audience segments and personalized emails, while Commerce GPT can come up with personalized offers and shopping experiences.

Elsewhere, as SportsPro reports, Canadian startup Millions.co has announced an AI tool for automatically generating athlete influencer campaigns.

As The Drum reports, advertising executives are understandably conflicted over what all of this year’s AI buzz will mean for the industry long-term.