Dentsu is the first global agency group to sign the EU AI Pact
Dentsu claims to be the first global agency group to commit to a responsible approach to artificial intelligence by joining the voluntary EU AI Pact. The Group is thus responding proactively to regulatory developments and increasing customer concerns about generative AI.
The global agency group Dentsu has become the first global marketing and advertising holding company to sign the EU AI Pact - a voluntary initiative of the European Commission to promote the responsible and transparent use of artificial intelligence. With this step, the company is not only positioning itself in a forward-looking regulatory manner, but is also responding to increasing concerns on the part of advertising companies, as a recent survey by the World Federation of Advertisers shows: 80 percent of the brand companies surveyed expressed reservations about the use of generative AI by agencies.
The EU AI Pact is aimed at companies that want to voluntarily align themselves with the basic principles of the upcoming EU law on artificial intelligence (AI Act). The focus is on governance structures, the risk assessment of AI systems and the development of expertise within organizations.
As part of the pact, Dentsu is committed to introducing company-wide training, implementing high-risk mapping and expanding existing AI governance models, among other things.
Implementation is based on existing collaborations with technology partners such as Microsoft, Adobe, AWS, Google and Salesforce. Dentsu has already developed over 80 AI-based product solutions as part of prototyping initiatives and hackathons. The aim is to create business solutions that are both brand-effective and compliant with data protection and ethical standards.
Dentsu is also driving forward its own AI ecosystem with the support of start-ups such as Inworld, Fidder and VidMob. With projects such as GenStudio dentsu+ - a content workflow solution with Adobe - the Group is demonstrating how creative processes can be efficiently scaled using AI.
André Andrade, CEO of Dentsu EMEA, emphasizes: "Signing the EU AI Pact is a natural step for us. At Dentsu, we see AI as a tool to increase creativity and efficiency and achieve better results for our customers. Our commitment to the responsible use of AI not only keeps us one step ahead of regulatory requirements, but also fulfills our promise to deliver innovations that make a real impact."
