[Marketing Week] Bob Koigi: Can brands use artificial intelligence responsibly?

The meteoric rise of artificial intelligence has created unique challenges and implications for business leaders who must balance AI risks, such as bias and hallucinations, and implement compliance requirements with new and evolving AI regulations.

Research by Accenture shows that only 2% of companies have fully operationalized responsible AI across their organizations.

As these concerns evolve, companies are looking at effective ways of using AI responsibly trust and confidence throughout their enterprise.

To this effect, Accenture has announced an expansion of its strategic collaboration with Amazon Web Services (AWS) to create Accenture Responsible Artificial Intelligence (AI) Platform powered by AWS to help organizations adopt and scale AI rapidly.

The initiative comes as companies continue looking for innovative ways to work with AI.

LG Electronics (LG), has anounced significant investments in startups specializing in artificial intelligence (AI) and deep tech. LG has committed $10 million as a key limited partner in the newly established $130 million Alpha Intelligence Fund (AIF) by SBVA.

Prodapt, a provider of consulting, engineering and transformation services for the telecom and technology industry, announced its Americas Innovation Center (AIC) in Dallas, Texas which is designed to help clients deeply integrate AI capabilities, particularly GenAI, into their IT, network & business operations to enhance organizational efficiency and customer experience.

On the innovative campaigns we covered this week, Simon Cowell, America's favourite judge of perfection, stars in Domino's Pizza Inc.'s newest TV ad, which showcases the brand's passion for ensuring that every pizza is perfect before it goes in the oven.

IKEA has launched a campaign that is leveraging the power of language, the ubiquity of idioms, and people’s natural creativity, to showcse IKEA as the bridge between people and a better everyday life. It inspires people to enjoy how IKEA fits into their homes.

Guinness launched its largest global campaign to date, marking its debut as the Official Beer and Official Non-Alcoholic Beer of the Premier League.

The launch follows another successful year for the iconic black pint, which has achieved double-digit growth for the seventh consecutive half-year.

And Xbox, in collaboration with McCann London, have announced Xbox’s groundbreaking new 'Xbox Adaptive Joystick' via an empowering and impactful creative campaign 'This Is How We Do It', unveiled for the first time at this year’s gamescom event in Cologne, the biggest event in the gaming year.

On appointments, BBDO Worldwide has announced that Andrew Robertson, who has served as President and CEO since May 2004, will become Chairman on October 1st. Nancy Reyes will succeed him as President and CEO of BBDO Worldwide.

GUT Network has announced global chief growth officer Carmen Rodriguez has relocated from Miami to Amsterdam. She is joined by Ignacio "Nacho" Ferioli, who has been named chief creative officer for Europe following his relocation from Mexico.

In other news that made headlines this week, TikTok is taking major steps to boost safety on its platform across Sub-Saharan Africa with the launch of its inaugural Safety Advisory Council.

HMD has entered into a three-year deal with FC Barcelona which will see the phone maker become a Global Partner and Official Mobile Phone Partner of the football cluB. The deal is designed to raise awareness of HMD – a company not yet 10 years-old but already Europe's largest manufacturer of smartphones – primarily through digital advertising opportunities at the Olympic Stadium and then at the Spotify Camp Nou when it reopens later in the season.

And finally, Dentsu Creative has been named the lead social agency for BT Business, following a competitive tender process that sees BT appoint three new B2B agency partners. This strategic move supports BT's mission to establish its flagship business brand as a global leader, building on its heritage and demonstrating its commitment to businesses of all sizes.

Bob Koigi is an editor at Marketing Report One

www.marketingreport.one

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