Digiday: Justin Hayashi on AI’s Role in Influencer Marketing
This blog summarizes an article from Digiday, published on October 29, 2025.
SEATTLE, WA – As generative AI reshapes the marketing landscape, the advertising industry is racing to define what counts as AI—and how to govern its use responsibly.
The article explores how major organizations like the IAB, MRC, and WFA are tackling the issue from different angles. The IAB is drafting transparency guidelines centered on consumer trust, while the MRC is developing a standalone AI audit standard, expected in the next year. Meanwhile, the WFA is leaning into community-driven forums over formal rulemaking to surface best practices as the tech evolves.
Marketers are particularly concerned with how to flag AI-generated content without overwhelming consumers or eroding trust. From influencer videos to ad creative, the question isn’t just what’s AI-powered?—it’s when does AI cross the line?
Creators’ use of AI, however, is a matter that requires human oversight.Justin Hayashi, CEO of New Engen
As the article notes, New Engen has partnered with tech firm DoDilly to implement brand safety monitoring on influencer content. While AI can streamline parts of the process, Hayashi emphasizes the importance of human judgment—especially when reputation is at stake.
His perspective reflects a broader industry shift: embracing AI’s potential without abandoning accountability.
Read the full article, “The Ad Industry’s Plan to Define What Counts as AI”, on Digiday.
