Publicis Groupe France launches artificial intelligence-powered anti-greenwashing tool

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Agathe Bousquet, president of Publicis Groupe France | Agathe Bousquet, LinkedIn account

By Crypto Republique

May 30, 2024

Publicis Groupe France has launched an artificial intelligence (AI) self-assessment tool to combat greenwashing. Called AI-anti-greenwashing, the tool was designed and developed by Publicis Sapient France.

According to a Publicis Groupe France press release, the communication group developed this first-of-its-kind feature to transform its areas of expertise and catalyze responsible communications. More specifically, Publicis Groupe France describes two key objectives for the AI tool. One is to save time in the verification process leading up to the Autorité de Régulation Professionnelle de la Publicité (ARPP) decision. The new tool relies on the nine rules of the ARPP's Sustainable Development recommendation. Second, Publicis Groupe France views the tool as a way to advance its teams' knowledge of current and future climate regulations, standards, and best practices.

"Today, everyone has an opinion on AI, and it is an integral part of our collective future. We find ourselves at a moment of truth, where it is up to us, together and in good conscience, to define, design, and drive the positive potential of AI at the heart of our society," Agathe Bousquet, president of Publicis Groupe France, stated in the press release.

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Lise Malbernard, managing director of Publicis Sapient France, further explained: "As it was being developed, AI Anti-greenwashing came up against 3 simultaneous challenges. Firstly, generative AI is powerful but more unpredictable than traditional algorithms: for it to be reliable for professional use with nuanced rules and high stakes, we had to be vigilant in monitoring its performance. Secondly, the technological landscape is evolving at an unprecedented rate, so we have to rapidly create operational, high-performance tools that are also able to evolve. The final challenge is common to all the services we develop: offering users a high-quality, intuitive experience."

According to the press release from Publicis Groupe France, Publicis France is a marketing, communication, and digital transformation agency. It boasts more than 5,000 employees across 30 agencies which combined serve nearly 600 clients.