AI Policy

The Hakuhodo DY Group’s Global Purpose is: “Aspirations Unleashed break down boundaries, open new doors and usher in new eras for every sei-katsu-sha, organization and society.” Artificial intelligence (AI) holds great potential for realizing a world where sei-katsu-sha can unleash their aspirations—the deep yearnings of their hearts—and live lifestyles of their choosing.

We approach the development and use of AI from sei-katsu-sha–centered perspectives. Using new marketing that leverages AI to expand creativity, we contribute as a bridge between sei-katsu-sha and our partners, enriching sei-katsu-sha’s lives through the innovation of our partners’ products and services, while also contributing to the responsible development of the vast potential of AI and the advancement of society through innovation.

We also recognize that AI can negatively impact sei-katsu-sha and society if developed and used inappropriately. Guided by the following principles, we will develop and use AI responsibly to unleash the aspirations of sei-katsu-sha, organizations and society, and create and spread new happiness among them by finding solutions to the constantly changing challenges facing sei-katsu-sha and providing them with new value.

We are sincerely committed to enhancing sei-katsu-sha’s convenience, expanding their opportunities and possibilities, and promoting the sustainable development of society, all while respecting sei-katsu-sha’s rights and decision-making autonomy. We harness AI to unleash the aspirations of sei-katsu-sha, organizations and society, creating new value in the process.

We leverage AI not only to benefit sei-katsu-sha individually but also to foster organic connections among sei-katsu-sha, between sei-katsu-sha and organizations, and among organizations themselves, allowing us to create new value and contribute to the realization of new needs, industries and lifestyles..

AI also entails the risk of enabling the generation of misinformation. We fully acknowledge this risk and are dedicated to developing technologies that ensure the reliability of information to prevent false information from causing sei-katsu-sha anxiety and confusion.

The Hakuhodo DY Group, which has long been dedicated to advancing and appropriately using technology for the betterment of sei-katsu-sha’s lives, approaches the use of AI with a philosophy of social contribution, centering on sei-katsu-sha. In developing and using AI technology, we also consider the broader impact on the global environment, including reducing CO2 emissions associated with the development and use of AI.

We leverage creativity and technology to expand sei-katsu-sha’s potential, with the goal of creating a society in which sei-katsu-sha can unleash their aspirations and live vibrant lives. Guided by our Sei-katsu-sha Insight policy, we strive to offer new value to the unique, autonomous individuals we refer to as sei-katsu-sha, who live in an increasingly diverse society. We use AI not only to improve efficiency but also to offer new value by enhancing sei-katsu-sha’s creativity, happiness, prosperity and vitality. By leveraging AI, we aim to unleash sei-katsu-sha’s potential, creativity, and aspirations.

We believe AI should be used to realize sei-katsu-sha’s aspirations and enhance their happiness without compromising their safety. To ensure this, we conduct thorough risk analysis and implement measures to mitigate the risks associated with AI use, and respond promptly to any situations that might threaten safety. We strive to provide sei-katsu-sha, clients, the media and other stakeholders with the information necessary to ensure the safety of AI, including its nature, purpose, and control. Additionally, in the development of AI, we strive to use accurate and up-to-date data whenever possible.

We prioritize social fairness and justice over profit, however difficult the economic environment may be. In our use of AI, we respect all sei-katsu-sha and their diversity, regardless of race, nationality, gender, age, ideology, beliefs, preferences or other attributes, and are committed to continuously pursuing fairness and justice to ensure that our use of AI does not contribute to human rights violations or unfair discrimination. We work to reduce unintended biases related to human attributes, with the goal of responsible, good-faith AI development that ensures fairness and justice.

We acknowledge the challenges of fully disclosing the basis for AI judgments and outcomes due to technical constraints and social considerations, such as preventing misuse. However, in line with our twin pillars of Partnership, where we build long-term partnerships side by side with clients, the media and other stakeholders, and Sei-katsu-sha Insight, which is the cornerstone of the Hakuhodo DY Group, we strive to be able to provide information appropriately while ensuring verifiability to maintain the highest possible level of transparency.

We take appropriate measures to ensure that AI does not infringe on intellectual property rights such as copyrights and trademark rights, and we respect the rights of clients, the media and creators. We aim to develop mechanisms, including the introduction of methods and technologies, that allow sei-katsu-sha to easily identify AI-generated outcomes, while safeguarding the rights of clients, the media and creators.

We work to appropriately protect personal information and privacy with regard to the sei-katsu-sha data necessary for the development and use of AI in accordance with laws, ethical standards and the privacy policies and internal regulations of each company within the Hakuhodo DY Group. We also appropriately manage confidential information entrusted to us by clients and partners, working to prevent the leakage of any confidential information.

We ensure that sei-katsu-sha are not disadvantaged by AI automatically making decisions or influencing or misrepresenting their thoughts or preferences, taking responsibility by incorporating human judgment rather than accepting AI decisions and outcomes at face value. We also strive to maintain human control to the extent possible.

We actively engage in educating and developing our employees’ skills and literacy in the development and use of AI, aiming to create a society where everyone can fully benefit from it. While acknowledging both the positive and negative aspects of AI, we will develop and use its potential to enhance sei-katsu-sha’s happiness through innovation. Additionally, we undertake initiatives to promote AI literacy among stakeholders as needed.

We promptly and appropriately assess risks and implement security measures to ensure the safe use of AI-enabled services. In the unlikely event of an unexpected situation, we strive to respond appropriately.

We strive to maintain a fair competitive and business environment around AI to foster the creation of new AI-enabled businesses and services while ensuring sustainable economic growth and providing solutions to social issues.

We accelerate innovation through external collaborations with industry, academia, government and other entities, alongside our own research and development efforts, to deliver new value to sei-katsu-sha. We likewise promote innovation in the AI field through external collaborations and ensuring interconnectivity and interoperability, etc.