Responsible Generative AI: The Union des Marques Leads the Way

A groundbreaking guide for responsible generative AI usage has been unveiled. The Union des Marques has published a comprehensive set of best practices to help companies navigate the evolving landscape of AI in marketing and communication. Ethics, eco-responsibility, and sovereignty lie at the heart of this essential resource.

A Practical Tool for Informed Decision-Making

The Union des Marques has launched an extensive guide dedicated to responsible generative AI usage. This reference tool includes 23 practical sheets and a glossary designed to support companies in implementing AI within their marketing and communication strategies. With the widespread yet uneven adoption of these technologies, the guide's mission is clear: enable brands, regardless of their size or industry, to make informed and conscious decisions.

“We aimed to take an operational approach to align with the realities companies face,” says Laura Azoulay, project lead at the Union des Marques. A panel of experts, including major players like LVMH and BNP Paribas, contributed to the guide's creation.

A Strategic Triptych: Society, Environment, Sovereignty

The guide is structured around three key pillars:

1. Society: employee training, transparency in AI models, privacy protection, and promoting diversity.

2. Eco-responsibility: advocating for frugal AI solutions to minimize ecological impact.

3. Sovereignty: emphasizing local infrastructure, data reliability, and intellectual property management.

A standout feature is the focus on data transparency and quality. A dedicated section helps companies systematically assess the datasets used, ensuring the reliability of AI-generated outputs. Additionally, detailed legal recommendations address intellectual property protection and contractual agreements with service providers.

Towards Responsible AI Governance

The initiative extends beyond just a guide. The Union des Marques also offers self-assessment tools for its 250 members, representing 1,600 brands. These resources aim to evaluate generative AI projects against clear and measurable criteria while raising awareness about industry best practices.

An Opportunity for Ethical Leadership

This guide represents a significant milestone in standardizing practices around generative AI. As this technology continues to reshape the marketing landscape, companies are encouraged to adopt transparent and responsible governance. What innovations or regulations will next shape this transformation? Now is the time for brands to become pioneers of ethical and sustainable AI.

Download the guide