This article was originally published by the World Economic Forum As investors grapple with AI's rapid expansion, Responsible AI is becoming an increasingly important investment consideration. Responsible AI means AI deployment and development that is valid and reliable, safe, fair, secure and resilient, accountable and transparent, explainable and interpretable. The Responsible AI Playbook for Investors establishes the important role investors play in promoting RAI in their portfolio companies and the broader investing ecosystem. Artificial intelligence (AI), inclusive of machine learning and generative AI, is transforming the investment landscape. From factory floors to financial institutions, this fast-moving technology is being adopted across the economy — and creating unprecedented opportunities and risks. To succeed in this new environment, investors must keep pace. That means sharpening not only their understanding of how AI works but ensuring significant risks are mitigated, particularly those associated with generative AI. Investors understand the importance of adopting principles and policies that ensure AI is developed and deployed in a manner that is valid and reliable, safe, fair, secure and resilient, accountable and transparent, explainable and interpretable — what’s known as Responsible AI. However, for many companies and investors, it is hard to know where to start, particularly given generative AI’s seemingly unparalleled speed of development and a rapidly changing regulatory and commercial environment. The Responsible AI Playbook for Investors, a collaboration between the World Economic Forum and CPP Investments Insights Institute, aims to bridge this gap. It argues investors can and should exercise the influence of their capital to promote Responsible AI in their portfolios of direct investments, in their work with investment partners and in the ecosystem at large. And it offers practical tools and approaches to help them do it. Are boards and investors ready for AI? Though AI has been advancing behind the scenes for decades, the excitement surrounding generative AI has sparked a more recent rush to adoption. In last month’s McKinsey Global Survey on AI, 65% of respondents said their organizations were regularly using generative AI, nearly double the percentage from 10 months earlier. Three quarters of the survey’s respondents predicted generative AI will lead to significant or disruptive change in their industries in the years ahead. Yet boards are struggling with oversight. Some 36% of directors in the 2024 National Association of Corporate Directors Governance Outlook identified AI as one of the most challenging areas to govern. Only 15% of large US companies disclosed any board oversight of the technology. These statistics should raise the eyebrows of investors, who depend on boards to be responsible for overall corporate governance. Responsible AI: A forethought, not an afterthought Appropriate governance is critical to ensuring boards and management balance the competitive deployment of AI against its potential risks. And Responsible AI is a powerful tool for achieving that balance. By setting clear expectations for boards based on Responsible AI principles, investors can ensure foundational concerns are addressed. Under Responsible AI, AI technologies are developed and used in ways that avoid social risks ad respect ethical standards and legal requirements, reducing potential liabilities. For example, a proactive Responsible AI framework can prevent costly lawsuits and fines resulting from failures to comply with emerging global regulations like the European Union's AI Act. Moreover, robust AI governance can safeguard against technological failures. A study by Boston Consulting Group (BCG) found companies that prioritize scaling their Responsible AI programmes over simply scaling their AI capabilities experience nearly 30% fewer AI failures — or instances when AI systems function in an unintended way that impacts the company, employees, customers or society. Boosting engagement, trust and value Responsible AI’s advantages extend beyond this. AI systems designed with responsibility in mind can significantly enhance customer trust and brand reputation. Research from the Economist Intelligence Unit suggests that when customers know a company uses AI ethically, they are more likely to engage with the brand. They’re also more likely to become repeat customers, driving both top-line growth and sustained profitability. Finally, research from Bain & Company finds that firms with a comprehensive, responsible approach to AI earn twice as much profit from their AI efforts. Leaders in these firms aren’t afraid of possible risks. And they gain value from AI by more rapidly implementing use cases and adopting sophisticated applications. Through proactive Responsible AI engagement and leadership, investors can drive the responsible development and deployment of AI technologies, ensuring that these innovations contribute positively to corporate performance and market dynamics. Where can investors begin? 3 quick steps Step 1: Develop Responsible AI commitments and apply its principles and practices to internal operations. Investors looking to integrate Responsible AI (RAI) across their portfolios should become knowledgeable on AI/RAI and apply it to their own operations. This means defining their own Responsible AI principles, including what they will not invest in. Step 2: Conduct Responsible AI due diligence on the portfolio. Investors should perform proper due diligence to assess how companies and investment partners are positioned to meet Responsible AI principles. Step 3: Engage with companies, external managers, and the broader ecosystem. Working with companies, external managers and other players can extend investors’ influence and help them maximize the value derived from their AI-enabled investments by building bespoke plans to accelerate the adoption of Responsible AI. For more read: Responsible AI Playbook for Investors Authors Chris Gillam Director, Operational Risk, CPP Investments and Fellow, World Economic Forum Judy Wade Managing Director, Head of Strategy Execution and Relationships Management, CPP Investments Thanks for subscribing to CPP Investments Sign up for our latest news, insights, reports and other information about CPP Investments Email address * Please enter valid email id Job title Select Job Title Associate Analyst Consultant advisor Manager/supervisor Government official/regulator General manager/director Board director Chairman/board member VP/SVP/EVP President Partner/Owner/Entrepreneur Parent/guardian C-level other Chief Human Resources Officer Chief Marketing Officer Chief Financial Officer Chief Sustainability Officer Chief Digital Officer Chief Technology Officer Chief Operating Officer Educator/professor Student Editor/reporter Other Organization How did you hear about CPP Investments? 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Next Subscribe Thanks for subscribing to CPP Investments Sign up for our latest news, insights, reports and other information about CPP Investments Email address * Please enter valid email id Job title Select Job Title Associate Analyst Consultant advisor Manager/supervisor Government official/regulator General manager/director Board director Chairman/board member VP/SVP/EVP President Partner/Owner/Entrepreneur Parent/guardian C-level other Chief Human Resources Officer Chief Marketing Officer Chief Financial Officer Chief Sustainability Officer Chief Digital Officer Chief Technology Officer Chief Operating Officer Educator/professor Student Editor/reporter Other Organization How did you hear about CPP Investments? Select Source CPP Investments alumni CPP Investments employee or board member CPP Investments portfolio company Online search (e.g. Google) Social media Other What news would you like to receive? * News and updates from CPP Investments Latest news from the Insights Institute Consent * By checking here, you are subscribing to receive our newsletters and other similar types of insights and reports by email, and permit CPP Investments to use cookies and similar technologies to analyze your interactions with our emails. Unsubscribe at any time by clicking the link in the newsletter’s footer. Visit our Privacy Policy for more information. Questions or concerns? Contact us. Please fill in required fields An error has occurred. Please try again later. Why generative AI marks a “step change” in democratizing technology As Chief Operating Officer at CPP Investments, Jon Webster is on the front lines of the technological change reshaping global investing. 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