In an era where AI has the potential to drive social change or exacerbate misinformation, the advertising industry finds itself at a pivotal juncture. Harriet Kingaby, co-founder of the Conscious Advertising Network (CAN), is at the forefront of advocating for ethical advertising that can reshape climate communication. Harriet’s journey, which began with a fascination for the environment, has evolved into a career dedicated to responsible messaging within the digital age. Her work with CAN highlights the critical role advertisers play in an age where AI can both spread and prevent climate misinformation.

During a recent podcast discussion, Harriet shared insights on how CAN is addressing the ethical complexities of climate communication, especially as AI technologies continue to disrupt the media landscape. She touched on the ethical concerns posed by AI, the need for responsible storytelling, and how CAN is helping advertisers use their influence to foster truthful and impactful climate discourse. Harriet’s perspective is grounded in the reality that AI, while transformative, has the potential to destabilise the very platforms it seeks to enhance if not used responsibly.

AI’s Double-Edged Sword: Democratising Misinformation

AI technologies like ChatGPT, Bard, and other generative models have revolutionised the ability to create realistic, human-sounding content at unprecedented scale and speed. However, this accessibility has significant drawbacks, particularly when it comes to spreading misinformation. Harriet shared that CAN recognises how AI can “democratise the production of mis- and disinformation,” enabling malicious actors to generate misleading narratives quickly and effectively. “It makes it easy to create and distribute misinformation across platforms,” she noted, underscoring the potential for AI to amplify climate misinformation in ways that traditional media never could.

Climate misinformation remains a pressing issue in AI-generated content, as such tools are often trained on unregulated data sources that may include biased or false information. AI systems are adept at producing content that emotionally resonates with audiences, which makes them especially dangerous when used to manipulate opinions. “Misinformation is engaging content,” Harriet explained.

“It plays on our emotions and fuels viral spreads, which means that harmful climate messages can circulate widely before anyone has a chance to counter them”.

Reaching the “Persuadables”: The Power of Relatable Climate Narratives

Harriet believes that sustainable brands and the climate movement should be engaging the “persuadables”—the middle-ground audience who may not be fully aligned with environmental activism or denialism but are open to climate-friendly messaging. She knows how effective this approach can be from her work at Media Bounty and ACT Climate Labs.

“Businesses often overlook persuadables, focusing on preaching to their supporters or responding to detractors, but they miss the chance to reach people who can be swayed by accessible, relatable information”.

Harriet advocates for communication that is straightforward and ties into familiar values, such as family, community, and financial security. Instead of scientific jargon or confrontational tactics, encouraging a narrative that makes climate action personally relevant. For instance, Harriet suggests highlighting the economic benefits of renewable energy rather than framing it solely as a climate issue. “We can talk about wind turbines as a boon for local economies, like the new shipbuilding for our area,” she said, offering a model for how organisations can connect climate solutions to everyday concerns.

Harriet’s approach is focused on crafting messages that resonate with individuals’ lived experiences, especially when communicating complex issues like climate change. This targeted messaging, Harriet believes, can be more effective in bridging gaps in climate awareness, especially in a media landscape dominated by fragmented perspectives.

CAN’s Mission: Building an Ethical Framework for Advertising

CAN, which Harriet co-founded, brings together over 180 organisations in a mission to break the economic ties between advertising and harmful content. Their goal is straightforward yet impactful: prevent advertising dollars from funding misinformation, hate speech, or low-quality content. As Harriet puts it, CAN is focused on “promoting advertising as a cultural force for good” and empowering advertisers to make choices that support responsible media .

CAN’s initiatives guide brands to consider the ethical implications of their advertising placements, from avoiding platforms known for misinformation to supporting high-quality journalism. “Brands have the power to decide where their ads appear, and with that comes the responsibility to avoid funding harmful content,” Harriet emphasised. This conscious approach not only protects brands from reputational harm but also helps shift the media landscape towards a more truthful and diverse narrative environment .

One of CAN’s focus areas includes assisting brands in creating adverts that positively represent communities, reflect sustainability values, and counter climate misinformation. Harriet highlighted how advertising has the ability to influence public narratives significantly:

“Businesses can shape cultural conversations through their media placements, and by doing so responsibly, they can help combat misinformation and champion integrity in climate communication” .

AI and Ethical Communication: Balancing Optimism with Caution

Harriet maintains a cautiously optimistic view on AI’s potential in climate communication, provided it is used within an ethical framework. While she acknowledges AI’s capacity to optimise energy systems, aid in climate research, and revolutionise industries, she is acutely aware of its risks, especially in advertising. “The unregulated growth of ad tech has already shown us what can go wrong,” Harriet said.

“If we don’t apply lessons from ad tech to AI, we could find ourselves facing similar, if not worse, challenges” .

One of Harriet’s primary concerns is the rapid pace of AI development, which makes it difficult for regulatory frameworks to keep up. She stresses the importance of policymakers and the public being able to understand the technologies in order to make informed decisions. “We need translators—people who can break down complex AI concepts for policymakers and the public, helping them understand both the risks and opportunities,” Harriet shared, stressing that understanding AI is essential to its responsible use .

Practical Advice for Businesses Navigating AI’s Ethical Landscape

For businesses exploring how to navigate AI’s ethical challenges, Harriet provides concrete guidance: start with core values. By grounding their AI strategies in brand values, companies can ensure they make decisions that align with their commitment to responsible communication. “Brand values should define how you show up in society. They can help set the ethical standards for how you use AI, where you place ads, and the content you support,” Harriet advised .

She also recommends that companies work with experts to fully understand AI’s capabilities and limitations. CAN’s manifestos include advice for integrating ethical practices in both creative processes and media planning, ensuring brands can make informed choices when employing AI tools. Harriet’s advice is straightforward: “Don’t be afraid to ask questions. If your AI vendor can’t explain their technology in plain terms, that’s a red flag” .

Additionally, Harriet encourages companies to think beyond compliance, urging them to see AI not just as a tool but as a transformative force with potential for societal impact. By embedding ethical checks into procurement processes and risk management plans, brands can safeguard against unintentional harm while remaining competitive in a rapidly advancing technological landscape.

A Vision for the Future: Conscious Choices and Collective Action

At the heart of Harriet’s work is the belief that businesses can use their influence to promote positive change. Conscious advertising is not just about avoiding harmful content; it’s also about actively supporting narratives that advance societal good. Harriet envisions a future where advertising budgets are used to support media integrity, where brands take ownership of their role in public discourse.

“Businesses have massive influence and budgets; let’s use that power for good,”

she urges .

As AI continues to evolve, Harriet advocates for a collaborative approach that includes businesses, policymakers, and the public. She hopes CAN’s work will inspire brands to commit to ethical advertising practices that align with the evolving media landscape. Her message is clear: “AI’s potential is immense, but so are its risks. We must ask ourselves what kind of world we want to create with these technologies and take action to ensure they help us get there” .

Through CAN’s pioneering initiatives, Harriet is laying the groundwork for a responsible, transparent, and impactful advertising sector. By helping brands understand their influence and encouraging them to embrace ethical choices, Harriet is fostering a media ecosystem that prioritises truth and integrity—a necessity in the age of AI-driven communication.

As she concluded in the podcast, “It’s about taking a breath, being conscious of the choices we make, and recognising the responsibility that comes with influence. Together, we can reshape the narrative, one ethical decision at a time”