EXEMPLARY COOPERATION WITHIN A SECTOR: THE MEDIA AND MARKETING COMMUNICATION SECTOR WAS THE FIRST ONE TO COMPILE A COMPREHENSIVE AI GUIDE
Budapest, 24 June 2025 – With the exemplary cooperation of the professional organisations of the Hungarian communication sector the first comprehensive Hungarian AI guide has been compiled. The document aims at providing a practical guide to all affected participants of the industry within a clear-cut framework system regarding the transparent and ethical use of AI; especially with regard to the areas of definitions, content production as well as legal, regulatory, ethical, application, usage, data safety, performance measurement and cooperation issues. This AI handbook filling a gap can also be a guide to other professional areas and users – since it is the first of its kind.
The Association of Communication Agencies in Hungary (MAKSZ) in cooperation with the Hungarian Publishers’ Association (MLE) and the Hungarian Marketing Association (MMSZ), with the support of the Hungarian Advertising Self-Regulatory Board (ÖRT), further 8 professional organisations as well as KPMG, Baker McKenzie and Microsoft has compiled the first comprehensive professional AI handbook.
The possibilities provided by artificial intelligence have shaped the art of content creation and distribution and created new questions regarding the professional processes of the communication sector as well as the regulation of the related issues regarding quality and ethics.
Even though the AI Act of the EU in 2024 has laid the foundations of the regulation, answering the sector-related and ethical questions was left to the professional communities. The media and marketing communication sector is the first to react to this challenge with this AI handbook, focusing on six key areas. (1. Definitions and AI dictionary, 2. Legal and regulatory questions, 3. Ethical dilemmas and suggestions for solutions, 4. Copyright questions, 5. Data safety protocols, 6. Cooperation of the sector.)
The handbook provides practical help with self-check lists and specific suggestions to everyday operations, supporting the strategic decision-making processes, too. The version 1.0 concluded in April 2025 will be continuously updated by the 12 publishing organisations according to the technical and legal modifications.
„For the Association of Communication Agencies in Hungary (Magyarországi Kommunikációs Ügynökségek Szövetsége) it is especially important that the ethical, legal and market framework system for the use of artificial intelligence shall be agreed on jointly and that it is transparent. We are proud that through this cooperation the Hungarian communication sector was the first to discover the necessity and responsibility of self-regulation with regard to the very fast and only partly regulated spreading of artificial intelligence. Our member organisations are building bridges day after day between media owners, technological service providers, advertisers and experts of the communication sector and thus they can experience first-hand the possibilities and dilemmas provided and caused by AI. The handbook compiled is the result of a unique cooperation showing very well, how much these joint standpoints are needed in the rapidly changing technological environment” – explained Nikolett Blaskó, chairwoman of the Magyarországi Kommunikációs Ügynökségek Szövetsége initiating the cooperation.
Tibor Kovács, president of the Hungarian Publishers’ Association (MLE): „According to the Reuters Digital News Report 2025 even though the users are open to news recommended by AI, they still appreciate very much the judgement and credibility of human editors, which can only be provided by experienced journalists. That’s why it is more important than ever for the media to use this new technology in a transparent way and that (human) journalism – which is independent from algorithms – still has a key role, because that remains the pledge of authenticity. It is of the utmost importance for content creators that their intellectual property is used legally and in a transparent way to teach algorithms. This is one of the reasons why the Hungarian media and advertisement sector sticks together: we have elaborated a handbook in a unique way, together, providing guidance for the responsible, transparent and ethical use of AI. We do not only provide answers to the legal and data safety questions, but we also provide guidance with regard to when we can let ourselves trust an algorithm – and when do we have to stop it. The question is not whether we use AI or not, but how we shall do that responsibly. This guide provides help in that matter – in order to not just survive, but responsibly shape the future, while preserving our credibility.”
„The spreading of artificial intelligence will bring fundamental changes also to the world of marketing and communication. Being the decisive professional organisation of the client and customer side, the Hungarian Marketing Association (Magyar Marketing Szövetség – MMSZ) considers it extremely important that its members – and among them the biggest advertisers of the Hungarian market – get a comprehensive and practical guidance regarding the current legal, ethical and operative questions concerning the use of artificial intelligence” – pointed out Ferenc Hinora, president of the MMSZ. “It is extremely important that besides the agencies and the content creators the customers and clients see and understand themselves and also use the possibilities provided by the new technology in their daily operations. We believe that the conscious application of artificial intelligence will not only contribute to the long-term success of brands and companies, but also the level of cooperation between the clients and the agencies will be elevated to a next level – resulting in a stronger partnership, better understanding and more efficient joint work” – formulated the president of the MMSZ.
The handbook is accessible and downloadable free of charge from the following website: http://marcom-ai-guide.hu. The application of the guide filling a gap will be accompanied by professional conferences and workshops.
MAKSZ – Association of Communication Agencies in Hungary
The Association of Communication Agencies in Hungary (Magyarországi Kommunikációs Ügynökségek Szövetsége – MAKSZ) is one of the biggest professional organisations exclusively for agencies. Its members are – on the basis of strict entry criteria – integrated agencies carrying out high quality work in the Hungarian marketing communication sector. MAKSZ, holding together the agencies willing to do something for the sector, provides the safeguarding of the interests and is working actively for the development, sustainability of the marketing communication sector in Hungary, raising the level of professionalism and educating the future generations. https://www.maksz.com/
MLE – Hungarian Publishers’ Association (Magyar Lapkiadók Egyesülete)
MLE coordinates and represents the joint economic interests of the companies of the written press towards the government, political institutions, parties and business partners. Its aim is to distinctively represent the advantages of written press with all participants of the media market, by also using the Hungarian and international experiences of its members. It promotes the spreading of fair business conduct, promotes cutting edge business solutions, strengthens ethical behaviour among publishers and journalists alike, develops and strengthens the respectability of the publishing sector. https://mle.org.hu/
MMSZ – Hungarian Marketing Association (Magyar Marketing Szövetség)
The Hungarian Marketing Association (Magyar Marketing Szövetség – MMSZ) is engaged in shaping and promoting the role as well as the value creation capabilities of marketing. MMSZ is an active community creating value through its projects and programs reflecting on sectoral, educational, orientational, environmental as well as social issues and addressing several thousands of marketing experts and decision-makers with its almost 30 different programs organised every year. Among the members of the association, we can find the vast majority of the TOP advertisers in Hungary and as the decisive professional community of Hungary it pays special attention to the representation and professional support of customers, clients and advertisers. https://marketing.hu/
Other professional organisations, participating in the drafting of the handbook:
Direkt és Interaktív Marketing Szövetség
Helyi Rádiók Országos Egyesülete
IAA Reklám Világszövetség Magyar Tagozat
Interactive Advertising Bureau Hungary
Magyar Public Relations Szövetség
Magyar Reklámszövetség
Magyarországi Rendezvényszervezők és- szolgáltatók Szövetsége
Önszabályozó Reklám Testület
Rádiós Médiaszolgáltatók Egyesülete
Professional supporters:
Baker McKenzie
KPMG
Microsoft