Across the media, marketing and advertising industries, organizations continue to embrace innovative uses of artificial intelligence — setting new standards for creative and ethical use of AI. The finalists for the 2025 Digiday AI Awards are demonstrating tangible success through their AI efforts, from empowerment and accessibility to global reach and inclusivity.
For instance, in the Most Responsible Use of AI category, nominees include Vermillio, an AI licensing and protection platform that empowers talent, studios, labels and other IP holders to safeguard their work in the era of generative AI. Built around its proprietary TraceID technology, Vermillio gives creators control over how their content is used while enabling them to safely tap into AI’s potential. In 2024 alone, the company removed more than 130,000 unauthorized AI-generated pieces of content, delisted harmful sites from search engines and launched 4C Verified, a free NIL protection service designed to return power to creators.
Among the finalists in the Most Innovative Use of AI by a Publisher category is Time. The 102-year-old global media brand, which reaches more than 120 million people worldwide, debuted Time AI, an interactive generative AI experience, in December 2024. Developed in partnership with Scale AI, and other strategic partners such as OpenAI and ElevenLabs, Time AI allows users to ask questions, explore historical context and receive accurate, in-depth information based on verified Time articles and archives. The platform is designed for focused, meaningful conversations, with robust guardrails to ensure accuracy, safety and alignment with Time’s editorial standards.
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