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Razor launches first AI governance framework for both agencies and clients
Razor PR, M&C Saatchi Group South Africa's public relations, strategic communications and reputation management agency, has announced the launch of South Africa’s first AI Governance Framework and Risk Assessment Model.
Chris Lazley, Partner & Executive Creative Director, Razor: “The new tools have been developed to address the very real gap in ethical management and implementation of AI in the creative industries. 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,”
Dustin Chick, Partner & Managing Director, Razor: “Razor is committed to lift the quality of work coming out of 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. 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.”
Razor's new policy will serve as a compass, guiding the agency and its clients towards ethical and effective AI implementation. It has already been included into the contracts of all Razor’s people and into the master agreements that govern the relationship Razor has with its clients.
Lazley: “While Ai offers a wide range of opportunities across industries, it also presents complex risks. These risks include the spreading of mis- and dis-information —a growing concern within the PR industry — as well as data privacy issues. Razor's AI Governance Framework anticipates and mitigates these potential challenges in order to protect its clients’ reputations and build trust within the industry and the public.”
“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.”
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.
Jacques Burger, Founding Partner & Group CEO, M&C Saatchi Group in South Africa: “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. In making it open-source, we want to proactively addresses 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.”
The AI Governance 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.
The framework has been developed in conjunction 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 currently completing his PhD at Leeds Business School.
Lazley: “This policy presents a guiding light, ensuring both our own people, as well as our clients, are able to navigate the AI landscape with integrity and prudence. For us, this is underscored by our commitment to trust, honesty, and excellence.”
