A new policy brief titled “Strengthening Information Integrity: Advertising, Artificial Intelligence and the Global Information Crisis” has raised concerns that rapid, unregulated adoption of artificial intelligence in advertising is amplifying risks across the global digital ecosystem.

Published by the United Nations Department of Global Communications in collaboration with the Conscious Advertising Network, the report highlights the central role of the advertising industry in shaping online information flows.

According to the brief, advertising spend directly influences what content is created, amplified and monetised—making the sector a critical lever in determining what audiences see and trust online. With AI increasingly embedded in media buying, targeting and content generation, these dynamics are intensifying at scale.

“Advertising funds the systems that help shape what people see, trust and believe,” said Charlotte Scaddan. “Without swift action and guardrails, AI risks accelerating the breakdown of information ecosystem integrity. Advertisers have the power to help fix it.”

The report outlines a range of growing threats linked to AI-driven advertising. These include the accelerated spread of disinformation, hate speech and polarising content, often supported indirectly by advertising revenue regardless of content quality or accuracy.

It also flags concerns around transparency, noting that opaque AI systems in advertising are increasing risks of fraud, inefficiencies and misaligned ad placements.

Another key issue is the surge in AI-generated content, which the brief warns could undermine the economic viability of independent journalism. Declining trust in digital environments is already impacting campaign effectiveness, with lower engagement and reduced return on investment for advertisers.

The findings underscore that the risks extend beyond societal harm to core business performance. As audiences grow wary of the platforms where ads appear, brands may see diminishing returns on their marketing spend.

“Brands are under pressure to move fast on AI, but doing so without guardrails risks undermining the very environments their marketing depends on,” said Harriet Kingaby.

She added that responsible AI adoption is not about slowing innovation but ensuring it benefits both businesses and society.

The brief calls for stronger safeguards, greater transparency in AI-driven ad systems, and more responsible media investment strategies to protect the integrity of the information ecosystem.

It positions advertisers as key stakeholders capable of driving change—by prioritising credible content, demanding accountability from platforms, and aligning AI deployment with ethical standards.

As AI continues to reshape digital advertising, the report warns that the choices made today will play a defining role in determining the future of trust in online information.