Marketing and Communications professional, Tobiloba Olaosun, has urged businesses and communications professionals to obtain consent before using or transforming individuals' images with artificial intelligence (AI). Olaosun, who leads Marketing and Communications at Junior Achievement Nigeria, emphasized the growing concerns around consent, privacy, reputation, and responsible data use in the increasing use of AI in brand communications.
Olaosun's warning comes after an incident where a stakeholder's image was used in an AI-generated communication without prior consent. The stakeholder demanded that the post be taken down, highlighting the need for businesses to obtain consent before using individuals' images. Olaosun cautioned organizations against assuming that familiarity with an individual or previous permission to use a photograph automatically extends to AI applications.
According to Olaosun, communications teams should establish whether existing consent specifically covers AI use, the purpose for which an image will be used, possible alterations or transformations, and the terms governing the AI platform receiving the image. She added that organizations should consider whether the resulting content could misrepresent, embarrass, or otherwise negatively affect the individual.
The Nigeria Data Protection Commission (NDPC) has emphasized informed consent, transparency, and individual rights in the processing of personal data. The commission and other stakeholders have raised concerns over AI-generated imagery involving identifiable individuals without their knowledge or consent, calling for safeguards to address potentially harmful content.
Olaosun advised businesses to establish clear internal guidelines on AI-generated images, including who can upload photographs, approvals required, how consent will be documented, and procedures for responding when individuals object to the use of their images. She urged organizations to incorporate consent into the communications process rather than treating it as an afterthought.
The use of AI in marketing communications is becoming increasingly popular, allowing businesses to reduce production time and expand creative possibilities. However, Olaosun emphasized that speed should not replace human judgment, particularly when working with young people, communities, beneficiaries, and other stakeholders.
Olaosun concluded that AI can help professionals create content faster and differently, but innovation should not come at the expense of people's rights, dignity, and trust. As AI tools become increasingly capable of altering individuals' images, communications professionals must consider not only what the technology can create but also whether they have the right to create it.
Key points
- Tobiloba Olaosun urges businesses to obtain consent before using individuals' images with AI.
- The Nigeria Data Protection Commission emphasizes informed consent, transparency, and individual rights in personal data processing.
- Businesses should establish clear internal guidelines on AI-generated images, including consent documentation and response procedures.
