According to Razor, the new AI policy will ultimately be made open-source.
"The new tools have been developed to address the very real gap in ethical management and implementation of AI in the creative industries," says Chris Lazley, partner and executive creative director at Razor.
"The use of AI has accelerated quickly over the last year, but what has not kept pace is the management of ethics, governance and risk that support the implementation of this in the work we undertake for our clients," adds Lazley.
"Razor is committed to lifting the quality of work from our PR as a profession, not just the work it supports clients on. It's vital that we as an industry stand up around key issues and themes that, in effect, have an existential impact on our future," says Dustin Chick, partner and managing director at Razor.
"Setting a new standard for responsible AI utilisation in the communications industry is not just a consideration — it's the right thing to do. Our clients charge us with managing reputation, and we as an industry need to meet them with the same level of trust and candour in an ever-evolving landscape of artificial intelligence," Chick adds.
Razor says its new policy will serve as a compass, guiding the agency and its clients toward ethical and effective AI implementation. It has already been included in the contracts of all of Razor's people and the master agreements that govern the relationship Razor has with its clients.
"While AI offers many opportunities across industries, it also presents complex risks. These risks include spreading mis- and dis-information — a growing concern within the PR industry — and data privacy issues," says Lazley.
"Razor's AI Governance Framework anticipates and mitigates these potential challenges to protect its clients' reputations and build trust within the industry and the public," adds Lazley.
"At the heart of the policy is a principles-based approach, which empowers professionals to make informed and ethical decisions. This is guided by eight interconnected principles that ensure the ethical use of AI, including prioritising human needs, maintaining accountability and fostering transparency," says Lazley.
In addition, a risk-modelled rubric has been developed as a practical tool for translating these values into actionable guidelines and benchmarks. This rubric takes the form of a series of yes / no questions related to the use of a specific AI tool, in turn generating a risk rating from low to high, depending on the answers.
"Our AI Governance Framework is rooted in a commitment to harnessing the power of AI to help in our mission of fostering powerful conversations while safeguarding human-centric values," says Jacques Burger, founding partner and group CEO for the M&C Saatchi Group in South Africa.
"In making it open-source, we want to proactively address the multifaceted risks associated with AI by emphasising transparency, accountability, comprehension, responsibility, sustainability and privacy in our industry. By putting these principles into practice, we aim to lead by example and ensure that AI technologies are used responsibly and ethically," adds Burger.
The agency says that its framework is a testament to Razor's dedication to advancing communications while being a responsible steward of AI technology. Razor has also dedicated itself to reviewing and updating its policy to remain relevant and responsive to the ever-changing AI landscape as its applications continue to grow and evolve.
According to Razor, the framework has been developed with Emile Ormond, a PhD candidate at the University of South Africa, completing his research on the risk governance of AI ethics. The framework has also been moderated by global comms advisory and veteran Stephen Waddington, who is completing his PhD at Leeds Business School.
"This policy presents a guiding light, ensuring both our own people and our clients can navigate the AI landscape with integrity and prudence. For us, this is underscored by our commitment to trust, honesty and excellence," concludes Lazley.
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www.mcsaatchigroup.co.za.