The Union of Brands unveils its very first guide dedicated to Responsible Generative AI, the result of close collaboration with several brands. This document offers four essential tools to support marketing and communication professionals in designing more responsible generative AI projects. The complete versions of the guide have been available since June 2025, accessible to both members and non-members.
Generative AI is a technological innovation with exponential capabilities, raising numerous societal, environmental, and economic questions. Despite these challenges, a 2024 study reveals that only 9% of brands report not having a project related to generative AI in their marketing.
The guide aims to illuminate the multiple dimensions of generative AI projects by providing a structured and pragmatic framework. It was designed by a working group initiated in late 2024, bringing together representatives from major brands such as Crédit Mutuel Arkéa, BNP Paribas, Bouygues Telecom, Comme J’aime, Groupe Bel, LVMH, Nestlé, and Pernod Ricard, as well as Laurent Tripied, CEO of Bziiit, and the team from the Union of Brands.
Four tools to guide generative AI projects
To make the issues operational and accessible, the guide includes:
- 23 best practice sheets
- A best practice application grid
- An audit grid
- A glossary
Each tool is accompanied by a user guide, as well as a demo version.
Designed to be used by all internal departments and external service providers, this guide facilitates informed decision-making regarding the use of generative AI tools. It is based on three fundamental pillars: societal dimensions, eco-responsibility, and technological sovereignty.
The goal is to build generative AI uses that meet current marketing and communication requirements, while ensuring responsibility and sustainability.
The documents are designed to evolve with technological advancements and market reflections, thus ensuring continuous updates of best practices.
At the time of its launch, the full version of the guide is reserved for members of the Union of Brands, while a synthetic open-source version is accessible to all.
Source: Uniondesmarques.fr