ICC Responsible AI for Marketing

Tags: Frameworks, Organizations

TL;DR

Cited as a reference for assigning clear business ownership and accountability for AI use cases.
Supports governance where a named owner can explain, approve, pause, or correct AI‑enabled marketing activity.

Why it matters for HK marketers: Clear ownership prevents accountability gaps when decisions are automated across tools and vendors.

Application in Practice

Use in Pillar 1 (Systems Thinking): one accountable business owner per AI use case; supporting teams advise, but accountability is not diluted.
Owners must confirm required reviews occurred, approve deployment, and order pause/correction; responsibilities extend across agencies and embedded platform AI features.
Pair with defined human control points before irreversible/high‑impact actions and with documented escalation/rollback.

Evidence and Recordkeeping

Maintain a use‑case statement, system/data‑flow map, risk tier, approval logs, review points, performance and harm indicators, vendor list, monitoring records, and incident/rollback procedures.

So what for marketers

Name an accountable owner at brief stage for every AI use and tie their approval rights to clear pause/rollback authority.

Sources:

(June 14) Responsible AI in Digital Marketing Playbook - Executive Summary & Checklists.pdf

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