IAB Australia has released a vendor-agnostic LLM Prompting Framework to fix inconsistent AI use across advertising and marketing teams. It spans five editions covering buy side, sell side, creative and adtech work. A free, local floor for AI quality.
A shared rulebook does not make the work good. It just stops everyone making the same avoidable mistakes in private.
IAB Australia has released an industry-built framework to fix the inconsistent way advertising and marketing teams use generative AI. Built by its AI Working Group, the vendor-agnostic LLM Prompting Framework gives practical guidance for using AI across briefs, planning, content, campaign analysis and audience work.
The framework splits into five editions. General LLM Prompting, Buy Side, Sell Side, Creative and AdTech. The Buy Side edition covers media mix modelling, audience segmentation, channel plans and stakeholder investment cases. The Sell Side edition covers sponsorship proposals, advertiser insights and RFP responses. The Creative edition focuses on brand voice, campaign concepts and platform copy. The goal is better, more consistent AI output with fewer of the risks around privacy, brand safety, errors and hallucinated data.
Why it matters
Most teams are using AI already. Few are using it the same way twice. That inconsistency is where the risk lives, from hallucinated numbers in a client deck to off-brand creative that slips through. For Australian agencies and in-house teams this is a free, local, practical starting point that beats the patchwork of personal habits most teams run on now. It will not teach judgment, but it raises the floor.
The IAB Australia framework spans five editions covering general prompting, buy side, sell side, creative and adtech workflows
What to do about it
Read the edition that matches your role and pull the prompts worth keeping.
Set a team standard for how AI gets used, so output is consistent and reviewable.
Build in a fact-check step. Hallucinated data in a client report is your problem, not the model's.
Protect privacy and brand safety up front, not after something slips.
Treat the framework as a floor, not a ceiling. The thinking is still the job.
Tools are everywhere now. The teams that win are the ones who agree on how to use them, then out-think the rest.