The advertising industry holds real power to fund diverse, informative, and entertaining content, sustain quality journalism, and keep the open web alive. But, if we're not careful, it can flow toward fraud, misinformation, and content that actively causes harm. Cleaner supply chains create healthier incentives for quality content, improve trust, and ultimately deliver better performance for brands.

In this session, Charlotte Scaddan, Information Integrity Lead at the United Nations and Harriet Kingaby, co-founder at Conscious Advertising Network, discuss how generative AI, if left unchecked, can quietly erode journalism, corrode public trust, and undermine the very campaign effectiveness advertisers depend on - and what the industry can do about it.