Tech for Good continues to be at the forefront of responsible technology advocacy, this time making its mark at the AI in Advertising Forum, hosted by the Association for Communication and Advertising (ACA) and the Interactive Advertising Bureau (IAB). With over 200 advertising and communications leaders in attendance, the forum marked a critical moment for the South African creative sector to confront the opportunities and risks of artificial intelligence.
Philani Mdingi, Executive Director and Director of Technology at Tech for Good, was invited to speak on the AI Ethics panel, where he delivered a compelling message: South Africa’s advertising industry must act now to self-regulate before government-mandated policies arrive. In a field as fast-evolving as AI, waiting for legislation is not an option. Philani stressed that ethical use of AI is not just a legal matter but a reputational and human rights issue for agencies, brands, and platforms alike.
“There’s a real danger in outsourcing ethical thinking to legislation alone. The industry must lead with integrity now—before it’s regulated into compliance later,” said Philani during the panel.
The forum also featured demonstrations of AI tools already transforming the sector, from content generation and voice cloning to predictive targeting. While these technologies offer immense creative and commercial potential, they also raise questions about consent, data privacy, and fairness, questions Tech for Good is helping organisations answer through its AI & Digital Innovation Advisory services.
Why It Matters
Tech for Good’s participation signals an important shift: the ethical, African-led voices in AI governance are stepping into industry forums and shaping the future from within. As international regulations like the EU AI Act begin influencing donor and commercial expectations globally, South African industries must prepare. Self-regulation can serve as both a compliance buffer and a competitive advantage.
To watch the full highlights from the forum, click here to view on YouTube.
At Tech for Good, we believe technology should be designed, implemented, and governed for the public interest. Our advisory services help organisations across the development and private sectors navigate AI, cybersecurity, and data privacy through a human rights lens.
If you’re in the advertising or communications sector and want to understand how to ethically integrate AI into your workflows, book a discovery call with us at www.techforgood.co.za.
