Interpublic Group and its global creative network McCann Worldgroup have joined the Partnership on AI to Benefit People and Society (PAI), the first of the major global ad-marketing holding groups to do so. 

PAI, is a nonprofit partnership that works to advance responsible governance and best practices in artificial intelligence (AI). More than 100 organizations have so far joined the group, including Apple, Amazon, IBM, Microsoft and OpenAI.  

Members help develop resources and recommendations across a handful of priority areas including safety, transparency, accountability, societal influences, social good and more.  

“Artificial intelligence will continue to have a powerful impact on our industry as a catalyst for creativity. It’s crucial to balance fluency in AI tools with an understanding of their impact on human issues, like bias, misinformation and security,” said IPG CEO Philippe Krakowsky. “Joining PAI will help IPG and our clients prioritize equity and humanity while continuing to adopt these technologies in a broad way across our organizations.”