Dentsu has made waves in the marketing industry by becoming the **first global marketing and advertising holding company** to sign the EU AI Pact. This pioneering move not only highlights Dentsu’s commitment to **responsible AI practices** but also sets a bold precedent for ethical AI development ahead of the full implementation of the **EU AI Act**.
The integration of AI in marketing strategies has sparked rising apprehensions among brands regarding the ethical use of these technologies. A recent study by the World Federation of Advertisers found that an astounding **80% of brands** express concern over how creative and media agencies leverage generative AI. By signing the EU AI Pact, Dentsu is taking a proactive approach to mitigate these anxieties, championing transparency, accountability, and ethical standards in its AI-driven solutions.
Understanding the EU AI Pact
The EU AI Pact is a **voluntary initiative aimed** at fostering alignment with the EU AI Act, which establishes rigorous standards for AI development and deployment. Its framework is built upon three essential pillars:
- Governance: Formulating clear strategies for secure and responsible AI integration to ensure compliance with emerging regulations.
- High-Risk Mapping: Identifying and managing AI systems that might pose significant risks to stakeholders.
- AI Literacy: Equipping teams with comprehensive knowledge and skills for **responsible AI use**.
Over **130 organizations** have joined the Pact, including industry giants like Adobe, Mastercard, and Google. With this landmark decision, Dentsu positions itself at the **forefront of ethical AI**, shaping the future of responsible marketing practices.
Dentsu’s **Commitments** to Ethical AI
Dentsu’s engagement with the EU AI Pact underscores its guiding principle, **“Innovating to Impact.”** The company is dedicated to driving meaningful change through technology and creativity, focusing on three pivotal areas:
- AI Governance: Enhancing existing governance structures to guarantee responsible AI usage and compliance with regulations.
- High-Risk Mapping: Thoroughly identifying and managing AI use cases that carry higher risks.
- AI Literacy: Rolling out extensive training programs, including a mandatory module kicking off in May 2025, in collaboration with the AI Connective’s **Live Learning Enablement Programme**, aimed at fostering a comprehensive understanding of AI among employees.
Backed by Dentsu’s enterprise-grade AI infrastructure and collaborations with industry leaders such as Microsoft, Adobe, AWS, Google, and Salesforce, the organization has birthed over **80 innovative AI solutions** that tackle real-world business challenges, all while maintaining the highest standards of security, privacy, and responsibility in AI.
Delivering **Value** to Clients and Partners
Dentsu’s commitment to the EU AI Pact signifies much more than mere compliance; it represents a promise to deliver innovative, responsible, and results-oriented AI solutions. With a team of over **500 engineers** collaborating with Microsoft, leveraging **Azure** and **OpenAI technologies**, and a recent partnership with Adobe on **GenStudio dentsu+**, the company empowers marketers to scale creative production through intelligent content workflows. This synergy guarantees that clients receive technology that is not only effective but also adheres to industry best practices.
Moreover, through **Dentsu Ventures**, the company has invested in numerous AI startups such as Inworld, Fidder, and VidMob, further solidifying its presence within the AI ecosystem. By merging technical expertise with a dedication to responsibility and transparency, Dentsu assists clients in navigating the AI landscape confidently, ultimately driving business success while ensuring a positive societal impact.
Looking Ahead: The Future of **AI and Ethics**
As AI continues to revolutionize industries, the EU AI Pact stands as a **critical juncture** for promoting responsible use. Dentsu is unwavering in its commitment to collaborate with governments, industry stakeholders, and society to construct a trustworthy digital ecosystem. Through its alignment with the EU AI Pact, Dentsu will persist in investing in groundbreaking solutions, governance frameworks, and tools that empower clients to harness AI responsibly, fostering a **positive societal impact**.
“Signing the EU AI Pact is a natural commitment for us, and we are proud to stand alongside many other companies who have joined the Pact in a collective effort towards more responsible use of AI,” stated André Andrade, CEO, dentsu EMEA. “At Dentsu, we view AI as a tool to enhance creativity and effectiveness while delivering superior outcomes for our clients. By committing to responsible AI practices, we not only stay ahead of regulatory requirements but also fulfill our promise to innovate with impact.”
