CASE STUDYA global marketing agency is adapting a large language model ("LLM") to generate content...

CASE STUDY

A global marketing agency is adapting a large language model ("LLM") to generate content for an upcoming marketing campaign for a client's new product: a hard hat designed for construction workers of any gender to better protect them from head injuries.

The marketing agency is accessing the LLM through an application programming interface ("API") developed by a third-party technology company. They want to generate text to be used for targeted advertising communications that highlight the benefits of the hard hat to potential purchasers. Both the marketing agency and the technology company have taken reasonable steps to address Al governance.

The marketing company has:

•           Entered into a contract with the technology company with suitable representations and warranties.

•           Completed an impact assessment on the LLM for this intended use.

•           Built technical guidance on how to measure and mitigate bias in the LLM.

•           Enabled technical aspects of transparency, explainability, robustness and privacy.

•           Followed applicable regulatory requirements.

•           Created specific legal statements and disclosures regarding the use of the Al on its client's advertising.

The technology company has:

•           Provided guidance and resources to developers to address environmental concerns.

•           Build technical guidance on how to measure and mitigate bias in the LLM.

•           Provided tools and resources to measure bias specific to the LLM.

•           Enabled technical aspects of transparency, explainability, robustness and privacy.

•           Mapped and mitigated potential societal harms and large-scale impacts.

•           Followed applicable regulatory requirements and industry standards.

•           Created specific legal statements and disclosures regarding the LLM. including with respect to IP and rights to data.

The marketing company and its tech provider have taken reasonable steps to govern the AI’s use, including legal disclosures, impact assessments, and bias mitigation. However, the company wants to takeone more stepto improve governance and reduce risks related to ongoing oversight and accountability.

While the marketing agency took steps to mitigate its risks, the best additional step would be to: