Three Trade Associations Launch Responsible AI Marketing Guide
amsterdam, woensdag, 9 juli 2025.
DDMA, VIA Netherlands, and bvA have presented the Responsible AI Marketing Guide, a living guideline that helps marketers responsibly apply artificial intelligence in marketing. The guide offers eight principles on legislation, human intervention, and ethical considerations, enabling organisations to balance innovation and ethics. The document is regularly updated to remain current.
Responsible AI in Marketing
DDMA, VIA Netherlands, and bvA have today presented the Responsible AI Marketing Guide, a living guideline that helps marketers responsibly apply artificial intelligence (AI) in marketing. The guide offers eight principles on legislation, human intervention, and ethical considerations, enabling organisations to balance innovation and ethics. The document is regularly updated to remain current [1].
Collaboration for a Responsible Future
The marketing guide is a joint initiative of DDMA, VIA Netherlands, and bvA. This collaboration underscores the shared commitment to advancing the marketing sector in a responsible manner. ‘As representatives of the sector, we see it as our responsibility to stay ahead of technological and societal developments,’ says Allisha Hosli, legal counsel at DDMA. ‘The guide provides practical guidelines to ensure ethical, legal, and responsible use of AI’ [1].
Applications of AI in Public Information and Communication
AI is playing an increasingly significant role in modern public information and communication. Specific applications include personalised information provision, chatbots for public service delivery, and AI-driven awareness campaigns. These technologies help reach various target groups, improve information transfer, and measure the effectiveness of awareness campaigns [2][3].
Personalised Information Provision
Personalised information provision uses AI to customise content based on user behaviour and preferences. This can lead to a better user experience and higher conversion rates. For example, ASOS has reduced stockouts by 37% and cut inventory costs by 28% through AI-driven predictive inventory management [4].
Chatbots for Public Service Delivery
Chatbots are increasingly being used for public service delivery to quickly and efficiently answer questions. They can be available 24/7 and handle complex queries. The British government’s initiative, which has allocated £300 million for AI integration in public services such as the NHS and transportation, highlights the potential of AI to improve service delivery [5].
AI-Driven Awareness Campaigns
AI-driven awareness campaigns use advanced algorithms to segment the target audience and create targeted messages. This can lead to more effective communication and better results. Progress Software, for instance, offers AI solutions that reduce hallucinations and provide more reliable answers by attributing sources and integrating domain knowledge [6].
Benefits and Challenges
The benefits of AI in public information and communication are clear: personalisation, efficiency, and improved outcomes. However, there are also challenges around privacy, inclusivity, and reliability. Data integrity is crucial for responsible AI use, and organisations must adopt transparent and ethical data practices [3][7].
Privacy and Inclusivity
Privacy is a critical aspect of using AI. Organisations must ensure that personal data is processed securely and responsibly, in compliance with regulations such as the GDPR. Inclusivity is equally essential; AI systems must be accessible to diverse target groups and not cause discrimination [3][5].
Reliability and Transparency
Reliability and transparency are crucial elements for gaining user trust. AI systems must clearly explain how decisions are made and be open about the data and algorithms used. The EU AI Act, which has come into effect, requires detailed risk analysis and transparency for high-risk AI systems [5][7].