Dentsu Pioneers Responsible AI as First Global Marketing Group to Join EU AI Pact

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Dentsu has become the first global marketing and advertising holding company to sign the EU AI Pact, a voluntary initiative led by the European Commission to promote responsible AI practices ahead of the EU AI Act’s full implementation. This landmark move underscores dentsu’s leadership in ethical AI development and deployment, setting a new standard for the industry. 

As AI technology becomes increasingly embedded in marketing strategies, brands are voicing growing concerns about how agencies utilize AI. A recent study by the World Federation of Advertisers revealed that 80% of brands are worried about generative AI use by their creative and media agencies. By signing the EU AI Pact, dentsu addresses these concerns head-on, in striving for transparency, accountability, and ethical practices in its AI-driven solutions. 

 What is the EU AI Pact? 

The EU AI Pact is a voluntary initiative designed to help organizations align with the EU AI Act, which sets stringent standards for AI development and deployment.  

It focuses on three core pillars: 

  1. Governance: Developing clear strategies to integrate AI responsibly and ensure compliance with regulations. 
  2. High-Risk Mapping: Identifying and managing AI systems that may pose significant risks. 
  3. AI Literacy: Equipping teams with the knowledge and skills to use AI responsibly and effectively. 

Over 130 organizations, including Adobe, Mastercard, and Google, have signed the Pact to date. Dentsu is the first global marketing holding company to join the EU AI Pact, positioning itself at the forefront of responsible AI adoption and shaping the future of ethical AI in marketing. 

Dentsu’s Commitments 

Dentsu’s participation in the EU AI Pact reflects “Innovating to Impact” by driving meaningful change through technology and creativity. We are focused on three key areas: 

  1. AI Governance: Building on existing governance constructs to ensure our processes, policies and systems ensure responsible AI use and compliance with regulations. 
  2. High-Risk Mapping: Identifying, analyzing and managing all higher risk AI use cases. 
  3. AI Literacy: Rolling out organization-wide training programs, including a mandatory module in May 2025, in partnership with the AI Connective and its Live Learning Enablement Programme, to equip employees with holistic AI skills. 

These efforts are backed by dentsu’s enterprise-grade AI infrastructure and partnerships with Microsoft, Adobe, AWS, Google, and Salesforce. Through collaborative hackathons and prototyping initiatives, dentsu has developed 80+ AI solutions that address real-world business challenges while striving to meet the highest standards of security, privacy, and responsible AI. 

Delivering Value to Clients and Partners

For clients and partners, dentsu’ s commitment to the EU AI Pact means more than just compliance—it’s about providing innovative, responsible, and results-driven AI solutions. With over 500 engineers developing AI prototypes in collaboration with Microsoft, harnessing the power of Azure and OpenAI technologies, while our recent collaboration with Adobe on GenStudio dentsu+, enables marketers to scale creative production through intelligent content workflows. We ensure clients benefit from technology that is both effective and aligned with industry best practice.

In addition, through our investment arm Dentsu Ventures, we have backed a number of AI startups such as Inworld, Fidder, and VidMob, further expanding our ecosystem in the AI space. By combining technical expertise with a focus on responsibility and transparency, dentsu helps clients navigate the AI landscape with confidence, driving business success and positive societal impact.   

Looking Ahead 

AI is transforming industries, and the EU AI Pact represents a critical step in ensuring its responsible use. dentsu is committed to collaborating with governments, industry, and society to build a trustworthy digital ecosystem. By aligning with the EU AI Pact, dentsu will continue investing in innovative solutions, governance frameworks, and tools that empower clients to leverage AI responsibly while driving positive societal impact. 

“Signing the EU AI Pact is a natural commitment for us, and we are proud to stand alongside the many other companies who have joined the Pact in a collective effort towards more responsible use of AI.” said André Andrade, CEO, dentsu EMEA. “At dentsu, we see AI as a tool to enhance creativity, effectiveness and deliver better outcomes for our clients. By committing to responsible AI practices, we are not only staying ahead of regulatory requirements but also delivering on our promise to innovate with impact.”