The goals of the Responsible Generative AI Guide
Give brands the means to decide with full awareness, design AI uses aligned with their values, and secure their projects.
Antoine HeftlerCo-founder
Give brands the means to decide with full awareness, design AI uses aligned with their values, and secure their projects.
Those are the goals of the Responsible Generative AI Guide published by the Union des marques, and built together with Crédit Mutuel Arkéa, BNP Paribas, Bouygues Télécom, Groupe Bel, Comme J'aime, LVMH, Nestlé, and Pernod Ricard.
Designed for marketing and communications teams, it provides operational tools to assess an AI project on three dimensions: societal, eco-responsible, and digital sovereignty.
4 key deliverables for turning compliance into a strategic advantage: → 23 good-practice sheets → An application grid for scoring projects upstream → An audit grid for measuring effectiveness after deployment → A glossary for aligning vocabulary and understanding between teams and suppliers
The guide translates a reality: responsible AI is becoming an indicator of organizational maturity.
Brands that commit to it pull ahead on three fronts:
- Transparency as the norm: informing audiences about the use of AI in each campaign is no longer optional. 2. Regulatory anticipation: with the European AI Act, having clear protocols in place today means gaining up to 18 months of lead time. 3. Structured data governance: assessing data quality, documenting methods, and sharing them with stakeholders. That discipline improves the entire production chain.
The guide's ambitions are clear: informed trade-offs, choices made with full awareness, and durable governance. It is not a manual. It is a framework for professionalizing the use of AI.