As of September 2026, Congress and state governments have passed hundreds of pieces of legislation covering AI from multiple angles: deepfakes, elections, consumer protection, disclosure, employment, healthcare, automated decision-making, government operations, etc.
The 4As increasingly has been focusing its efforts on tracking and advocating for legislation covering the use of AI in advertising production. New York and California already have such laws, with more states coming.
What many in the client C-suite may not realize at this early stage, is that due to the indemnity clauses in most agency-client contracts, the agency is taking on the responsibility of keeping up-to-date on these fast-moving AI laws to ensure compliance. Assumption of risk has value, a value not always clearly articulated by agencies to clients.
Beyond disclosure requirements; IP infringement is also a large area of risk agencies are shouldering.
Have questions?
Want to explore more on the Client C-Suite Perception?
Contact:
Matt Kasindorf
SVP, Product, 4As
[email protected]
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