Media Auditors Seek Global Framework for Responsible AI

Two independent media assurance bodies, the UK's ABC and US organization the Alliance for Audited Media (AAM), are partnering to steer the media and ad industry's responsible development of AI. The initiative aims to educate practitioners, and 'elevate and validate' AI use.

The groups say growing pressure on companies in the sector regarding disclosures, data protection and accountability are driving a need for clear guidelines, greater transparency and independent assurance around responsible AI practices. The partners will provide a consistent global framework based on AAM's 'Eight Pillars of Ethical AI,' with guidance and assessments tailored to regional requirements. The Eight Pillars used in the international framework are policies and governance; transparency and disclosure; rights and permissions; accountability and human oversight; bias and fairness; privacy and data protection; training and education; and risk management and adaptation.

Certified organisations - including publishers, ad tech providers and agencies - will receive a seal to signal trust with customers and business partners.

Rich Murphy, who is AAM's CEO, President and MD, says of the agreement: 'When AAM developed the Eight Pillars of Ethical AI, we worked with our members to give organisations a practical way to adopt AI responsibly while maintaining the trust of advertisers and audiences. Partnering with ABC is an exciting step towards creating a global framework.' Simon Redlich (pictured), Chief Executive at ABC, comments: 'We're delighted to partner with AAM, combining our expertise in independent media auditing to deliver a consistent international approach to Ethical AI Certification while reflecting the needs of different markets.'

Web sites are at www.auditedmedia.com and www.abc.org.uk .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.