In 2022, the marketing industry is being compelled to develop a new way of thinking: one which recognises and respects consumer concerns around data privacy and the global environment. Earlier this summer, Remi Lémonnier, Co-Founder and President of Scibids coined a new term, 'Virtuous Advertising', to describe the future that marketers should be moving towards. And why does Artificial Intelligence (AI) play a big role in making Virtuous Advertising the new norm? Virtuous Advertising acknowledges that marketing organisations are under increasing pressure due to the heightened economic, environmental and regulatory pressures surrounding digital marketing. At the heart of the concept of Virtuous Advertising is respecting resources, i.e. being efficient so that we only use resources that we absolutely need.