9. Artificial Intelligence risks
Description of the risk
Artificial intelligence (AI) is rapidly evolving and is increasingly being integrated into the Groupe’s service offerings and internal operations. It raises new challenges in terms of the performance of the services offered to clients, as well as in terms of competitiveness and compliance.
Should the Groupe be unable to deliver AI-based services to its clients within the required timeframes and at the appropriate scale, or to effectively monetize the gains generated by these technologies, its financial position and results could be adversely affected. In addition, the integration of AI solutions into the Groupe’s offerings raises questions regarding the allocation of contractual liability, as clients may seek enhanced commitments or attempt to limit certain liability exclusions, which could increase the Groupe’s exposure to financial or litigation risks.
Inappropriate or harmful use of AI could also lead to a loss of trust among stakeholders, including clients, consumers and employees.
The use of AI or machine learning models may expose the Groupe to risks of errors, biases or inappropriate decisions-making.
Furthermore, the growing use of these technologies heightens challenges related to intellectual property and data protection, particularly the protection of personal data.
AI also gives rise to increasing legal and regulatory challenges. The regulatory framework is being strengthened around AI, with the introduction of specific laws and regulations in several countries. In the European Union, the Artificial Intelligence Act entered into force in 2024, with a phased implementation. Similar regulations have also come into force in Latin America and in certain US states. The rapid evolution of regulations, combined with varying interpretations across jurisdictions, may create compliance risks. This regulatory landscape requires the Groupe to continuously adapt to ensure its compliance and avoid potential sanctions.
Risk management
The Groupe has made significant investments in data and technology, amounting to around euro 14 billion since 2015. These investments have enabled it to sustainably strengthen its capabilities in key areas such as identity, data, commerce and retail media, influence and content, as well as support for digital transformations.
The Groupe’s ambition is to become the Most Valuable Partner for its clients and its talents. To support its clients, the Groupe develops agentic solutions powered by AI, designed to deliver measurable operational results. For its talents, the Groupe seeks to make human capital a core driver of differentiation by providing them with the tools, training programs, and support frameworks necessary for the development of their skills.
The Groupe has established an operational governance framework specific to AI, integrating both client expectations and the operational needs of its various business lines. Projects incorporating AI are subject to enhanced controls, including reviews of third-party tools and supplier assessments.
With the rise of generative AI, all Groupe employees had access to various AI tools in Marcel to enable them to experiment and develop their skills in a secure environment.
On Marcel, a dedicated section called PL.AI was set up with more than 5,000 AI-related training modules. As early as the end of 2024, the Groupe also rolled out a mandatory training program on Generative AI Ethics and Responsible Use.
At the same time, AI use has been governed through specific guidelines (Generative AI Acceptable Use Guidelines and AI Legal Guidelines). These were distributed to all employees in order to address key issues, such as verification of information regarding the models used to train AI systems, protection of personal data, respect for intellectual property, etc.