Independent Media Agencies Australia (IMAA) has released an updated version of its AI Guiding Principles, as generative AI adoption accelerates across media and marketing.
The not-for-profit industry body announced the changes on 4 February 2026. The refreshed framework builds on the IMAA’s original principles, first released in 2024, and was developed with member input.
The update was created in collaboration with governance and privacy advisory firm FMA Consulting and AI agency AirStack.
What has changed in the 2026 update?
IMAA said the revised principles “double down” on safe and appropriate AI use, with a renewed focus on governance to reduce risk for staff and clients. It also adds two new areas: ethical AI-driven targeting and responsible audience use, as well as vendor transparency and supply chain trust.
Sam Buchanan, CEO of IMAA, said the changes followed rapid shifts in both technology and how agencies use it.
“When we first released our AI Guiding Principles in 2024, we made a promise to our members that the document would be regularly reviewed and updated as technologies, standards and expectations change.
“These enhanced principles demonstrate our commitment to ensuring our members have access to the most up-to-date guidance for responsible AI adoption, and that the guidelines acknowledge ongoing feedback to ensure they continue to reflect member experience and industry practice.
“We will continue to be proactive in taking a principles-based approach to AI, recognising our position at the forefront of a cohesive and ethical industry approach. This document continues our mission of aligning our members around a shared commitment to adopting AI ethically, transparently, and in the best interests of the industry, our clients and Australian audiences.”
Key principles covered
According to IMAA, the 2026 AI Guiding Principles span:
- ethical, fair and responsible AI
- human-centric and accountable decision-making
- transparency with clients, consumers and vendors
- continuous learning and capability building
- privacy-aware and data-conscious AI use
- client collaboration and safe innovation
- awareness of evolving AI and regulatory expectations
- vendor transparency and supply chain trust
Education push at Indie-Pendence Day
IMAA said it will continue to educate independent agencies on AI, including a platform at this year’s Indie-Pendence Day. The Australian Centre for AI in Marketing (ACAM) will host a presentation focused on AI education and capability building.
Louise Cummins, founder of ACAM, said: “As AI becomes embedded across media and marketing, shared principles matter. Industry-led frameworks like the IMAA’s help ensure AI amplifies human judgement, creativity and trust.”
Links to privacy governance
The updated AI principles follow the IMAA’s release of its Data Governance and Privacy Principles, which it describes as an industry-first framework to help members respond to a changing national privacy landscape.
Top image: Sam Buchanan