IMAA Updates AI Guiding Principles with Focus on Governance and Supply Chain Trust
Independent Media Agencies Australia (IMAA), the national, not-for-profit industry association for the independent media agency industry, today released a substantial update to its industry-first AI Guiding Principles, in response to member feedback on the shifting impact of generative AI on the media sector.
The enhanced principles, created in collaboration with IMAA members, governance and privacy advisory firm FMA Consulting, and AI agency AirStack, extend the IMAA’s initial AI Guiding Principles, released in 2024, following significant changes to AI technology and its impact on the independent media agency landscape.
From its inception, the principles have been designed to serve as a practical compass for independent media agencies, establishing a best practice guide for generative AI that supports safe, ethical adoption, while also strengthening and protecting the sector.
The updated principles see the IMAA double down on safe and appropriate AI use, along with a renewed focus on the need for strong governance to minimise risks for staff and clients.
There are also two new principles covering ethical AI-driven targeting and responsible audience use, and the need for vendor transparency and supply chain trust.
The 2026 IMAA AI Guiding Principles include guidelines for 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: and vendor transparency and supply chain trust.
The IMAA is also taking a proactive approach to educating the indie sector on AI, including providing a platform at this year’s Indie-Pendence Day, where the Australian Centre for AI in Marketing (ACAM) will host a presentation on AI education and capability-building.
ACAM is a pro-purpose initiative dedicated to demystifying AI and building practical, ethical AI capability across the Australian marketing and media sector. ACAM supports organisations and independent agencies to understand, adopt and govern AI responsibly, with a strong focus on human-centred design, education and change leadership.
ACAM founder, Louise Cummins, 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.”
IMAA CEO, Sam Buchanan, said the enhanced principles were a direct result of rapid shifts and adoption of AI in the industry.
“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," he explained.
“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.”
The updated principles also reaffirm the IMAA’s pledge to empower its members, providing opportunities for agencies to learn more about AI through forums, engaging with industry experts, and delivering resources to upskill staff.
The amended principles follow the release of the IMAA’s new Data Governance and Privacy Principles, an industry-first framework to help member agencies manage the evolving national privacy landscape.
