Build trust in your AI practices

As AI becomes widely used across media and advertising, expectations around transparency, accountability and ethical practices are growing.

Our internationally consistent certification provides credible evidence of your commitment to using AI responsibly, helping you build trust with advertisers and customers.

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The Eight Pillars of Ethical AI

Our certification is based on eight pillars which provide a consistent structure for assessing responsible AI practices across different business models.

Prove to your clients and stakeholders that you adhere to best practices in the following areas:

Policies and Governance

Develop and maintain documented policies governing AI use across the organisation.

Transparency and Disclosures

Explain when and how AI is used, including its material limitations and risks.

Bias and Fairness

Organisations that build, train or modify AI models should implement processes to identify and mitigate bias.

Privacy and Data Protection

Where AI systems access or process consumer data, maintain monitoring controls to remain aware of and comply with applicable privacy and data protection laws.

Rights and Permissions

Document the rights, licences or consent needed for data, content, voices, likenesses and other protected material used in AI systems and outputs.

Accountability and Human Oversight

Maintain human oversight of AI-assisted processes throughout the AI lifecycle and supply chain.

Training and Education

Provide proportionate AI awareness education and role-based training for staff and relevant contractors.

Risk Management and Adaptation

Integrate AI into enterprise risk management.

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Why get Certified?

Independent certification gives advertising technology providers, agencies and publishers a credible way to demonstrate that their AI practices have been assessed against recognised requirements.

Give customers evidence they can use:
Support questions about your AI practices with independent assessment, helping customers and partners understand how you manage the risks.
Strengthen commercial conversations:
Use your certification in pitches, proposals and supplier reviews to demonstrate how your AI practices have been assessed.
Improve how you manage AI:
Identify gaps in policies, responsibilities and safeguards, with a clear framework to guide improvements..

A shared international approach

ABC has partnered with U.S. based fellow media auditor AAM, to build on their Eight Pillars of Ethical AI. The partnership provides a consistent global framework, with guidance and assessments tailored to regional requirements.

For the UK and Europe, the framework has been mapped against relevant provisions of the EU AI Act and ISO/IEC 42001, alongside industry guidance.

Why choose ABC?

Specialist AI governance knowledge

Our team includes an IAPP-certified Artificial Intelligence Governance Professional (AIGP), bringing specialist AI governance knowledge to our established independent auditing expertise.

Independent by nature

ABC is an independent, industry-owned auditor. Our impartial approach gives advertisers, customers and business partners confidence in the evidence behind your certification.

A collaborative approach

We work with you throughout the certification process, helping you understand the requirements, prepare for your audit and identify any areas that need attention.

Built-in value for money

As a non-profit distributing organisation, we're focused on providing credible, cost-effective assurance that delivers value to the industry.

Talk to us about Ethical AI Certification

How Certification works

Our audit process is designed to be straightforward and collaborative, helping you demonstrate your commitment to Ethical AI.

STEP 01

Understand your business

We'll discuss how you use AI and agree the scope of your audit.

STEP 02

Assess your AI practices

We'll review your policies, processes and safeguards against the Eight Pillars, identifying any areas that need attention and reviewing improvements where required.

STEP 03

Achieve certification

Once you've met the requirements, you'll receive your Ethical AI Certification seal to demonstrate your independently assessed practices.

Find out what certification could involve for you

You don’t need to have everything in place before speaking to us. An initial conversation will help you understand where certification is suitable, what the audit could cover and how to prepare.

We can also discuss likely timescales and fees, based on your business and the proposed scope.

Contact ABC to arrange an initial conversation

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