Cision, an end-to-end consumer and media intelligence and communications platform, announces the introduction of a new Code of Ethics and a comprehensive Risk Management Framework created specifically to guide the company’s development of Artificial Intelligence (AI) driven capabilities. This industry-leading action reflects increasing concerns from clients, governments, the public and regulators about the potential dangers of AI.
“The transformative power of AI has already impacted many aspects of communications, enabling us to better understand our audiences, craft more effective messaging and automate time-consuming tasks,” said Antony Cousins, Executive Director of AI Strategy at Cision. “However, we must acknowledge that along with these benefits come potential risks to accuracy, privacy, fairness, transparency and equality.”
The recent breakthroughs in generative AI and the accelerated pace of development across the PR, communications and marketing disciplines has created the need for a principled approach to the application of AI to ensure any guidelines aren’t quickly outdated. Cision’s principles include commitments to:
- Rigorous testing, validation, and ongoing monitoring to minimize potential harm
- Privacy protection and security of client information
- Transparent documentation and explanation of AI objectives, potential risks and mitigations
- Commitment to maintaining human oversight while targeting and eliminating bias where possible
Cision has been at the forefront of AI development for years, leveraging advanced technologies to deliver actionable analysis and powerful insights to its clients, and is the first in the PR & communications sector to take a public stand on the responsible application of AI.
“We understand that as the largest communications technology company in the world, we must ensure that our AI solutions not only serve the needs of all our clients, but also avoid any unfair discrimination, violation of personal privacy or amplification of misinformation. The implementation of a robust risk management framework will ensure that Cision’s AI technologies adhere to ethical standards and best practices, fostering a more equitable and responsible AI ecosystem,” said Cousins.
SOURCE: PRNewswire