In line with the No Impact for Big Impact program, Publicis France has decided to use artificial intelligence as a lever to improve the environmental and social impact of all its communication activities. The president of Publicis Groupe in France, Agathe Bousquet, also highlights the place of artificial intelligence: “ Today, AI leaves no one indifferent and is an integral part of our common future. We are at a turning point where it is up to us to define and design, together and with a clear conscience, the positive potential of artificial intelligence at the heart of our society. »
Therefore, in this context, the agency launched AI against greenwashing. Self-Assessment Communication Tool for Combating Greening. This was also designed by the CSR team of Publicis France. It was also designed and developed by technology transformation consultancy Publicis Sapient.
Anti-greenwashing AI, dual purpose
Anti-greenwashing AI has a dual goal. On the one hand, it aims to save time in checking, before giving an opinionARPP (Professional advertising regulatory body). And that by self-assessment of projects. The tool is based on nine ARPP sustainable development recommendation rules. The latter are particularly considered among the most demanding in Europe.
On the other hand, the tool aims to continue to increase the expertise of the agency’s teams on current and future regulation.
Lise Malbernard, CEO of the French company Publicis Sapient comments: “ Anti-greenwashing AI he had to face 3 challenges at the same time. First, generative artificial intelligence is powerful but more unpredictable than traditional algorithms. To make it reliable in professional use with nuanced rules and important issues, we had to be careful to control its performance. Next, the technology landscape is evolving at an unprecedented rate, so the challenge is to quickly develop operational and efficient tools that remain scalable. The last challenge is common to all the services we develop, which is to offer a quality and intuitive experience to users. »
The development will take place in two phases
The tool will be developed in two phases. The first version is the one from May 2024. It is based on the nine rules of the ARPP recommendation for sustainable development. Then in 2025 another version will follow. This will include an extension of the European Green Claims Directive and will open up support for packaging.
Please note that this is the first tool developed by Publicis France based on the needs identified by employees to accelerate the transformation of their business and responsible communication with clients.