AI for Marketing Course

Contents

1. How to use this book
2. Chapter 1. AI Ad Copy and Substantiation

   Labeling, advertising, and the responsible business entity · Four types of unfair labeling and advertising · How consumer misleadingness is judged · Distinguishing factual claims from subjective expressions · The structure of substantiation liability · What constitutes substantiation data · Direct relationship: Does the data really prove the claim? · Superlative and exclusive expressions · Comparative expressions · Price and discount expressions · Patent, certification, and AI technology expressions · Types of factual errors created by generative AI · Finding expressions requiring substantiation: Sentence classification procedure · Rewriting to match data · Why qualifying statements are not a solution · Division of roles when using AI as a review tool · What the 2026 revised Operating Notification on Substantiation changed

3. Chapter 2. Endorsements, Reviews, and Virtual Humans

   Scope of 'Endorsements, testimonials, etc.' · General principles of endorsements and testimonials · Consumer reviews · Celebrities, experts, and organizations · Economic interest: when to disclose · Four principles of disclosure: placement, form, content, and language · Disclosure methods by medium · AI virtual personas · Permissible scope when handling reviews with AI · What to include in influencer contracts · Selecting disclosures by scenario · Whose words are AI-summarized reviews? · The identity of brand-operated virtual influencers · Boundaries of employees, agencies, and affiliate marketing

4. Chapter 3. Customer Data and Commercial Message Transmission

   Advertising Information for Profit-Making Purposes and Electronic Transmission Media · Principle: Explicit Prior Consent · Three Conditions for the Transactional Relationship Exception · Rejection of Reception and Withdrawn Consent · Nighttime Transmission and Email Exception · Mandatory Disclosures and Prohibited Acts · Periodic Confirmation of Consent to Reception Every Two Years · Entrusting Transmission · Basic Principles of the Personal Information Protection Act · Consent for Promotional Purposes, Right to Refuse, and Children · Conditions for Entering Customer Data into AI Tools · Pseudonymous Information and Anonymous Information · Transmission Feasibility Decision Table · Defining the Scope of Data for AI Personalization · Things personalization does not change · When AI agents automate transmissions · What can and cannot be done with pseudonymous information

5. Chapter 4. Measuring AI Content Performance

   What are you trying to prove · Metric definitions: Numerator, denominator, and unit · Baselines and success criteria · Randomized assignment and concurrent comparison · Changing only one thing at a time · Significance level, statistical power, and sample size · Repeated peeking and sequential testing · Sample ratio mismatch (SRM) · Multiple comparisons · The novelty effect and experiment duration · Guardrail metrics · Statistical significance and business significance · Evaluating AI content quality: Code, human, and LLM · Rewriting performance reports · What Does the 'AI vs. Human' Comparison Compare? · Experimental Unit for Personalized Content · Experiments Are Also Advertising and Personal Information Processing

6. Chapter 5. Brand Review Workflow

   Why a workflow is necessary · Writing brand guidelines so AI can follow them · The brief: What to decide before generation · Tiered review by risk level · Roles and responsibilities · Review checklist · Rights verification 1: Copyright and human contribution · Rights verification 2: Face, voice, and name · Rights verification 3: Terms of service of generation services · Where disclosure obligations overlap · Control of real-time and automated content · Post-publishing monitoring · Recall and preventing recurrence · Managing the asset repository · Is it safest for humans to review everything? · When delegating review to generative models · The difference between brand safety and legal safety

7. Appendix A. Glossary
8. Appendix B. Self-check answers and explanations
9. Appendix C. Exam day guide
10. Appendix D. Reference documents