Designing, building and operating AI that delivers real-world impact
Responsible AI
Artificial intelligence is transforming business by streamlining activities, enhancing customer offerings, making workers more effective and speeding up innovation—prompting executives to deploy intelligent applications and agentic systems. However, as AI systems become more powerful, the risks also increase, becoming complex, multidimensional and incrementally harder to understand and manage. For most organisations, stepping back isn’t an option. What matters now is building and executing a strategy that embraces AI-driven transformation while protecting value and managing risk through Responsible AI principles.
Responsible AI is a set of practices that help organisations unlock the full potential of AI while addressing its inherent risks. These practices support a consistent, transparent and accountable approach to managing both risk and reward. They also foster collaboration across stakeholders, helping shape strategies and policies that put effective risk management first—and maintain AI systems that reflect the organisation’s values and objectives.
Trust through Responsible AI
Companies are increasingly faced with tough questions:
- Are your AI initiatives moving fast enough—or are they falling short of your ambition?
- What measurable value are you seeing from AI—and how are you tracking it across your business?
- Is your AI strategy fully aligned with your long-term business goals?
- How do your AI applications reflect your company’s policies and values?
- Are you proactively managing the risk that come with AI adoption and use?
- Can you trust your third-party AI tools to meet your standards?
- Are your third-party AI tools meeting your standards for performance and accountability?
- Are you upholding your customers’ and stakeholders’ privacy rights—in practice, not just policy?
Your answers should begin and end with Responsible AI.
How we can help
We work with you to build Responsible AI programmes—addressing risk head on, meeting evolving requirements, putting sustainable processes into practice and building trust at every stage. Our interdisciplinary team brings together expertise from across our business to make AI practical, trusted and ready to scale.
Assess your baseline
See how your current processes, policies and operating model measure up to leading practices and support your AI goals.
Foundational capabilities
Build the core of your Responsible AI programme with these key capabilities:
- Responsible AI principles
- AI use-case inventory
- AI risk taxonomy
- AI risk intake and tiering
Operating model and governance design
Turn foundational capabilities into action with a structure built for accountability, communication and clarity:
- Operating model—roles and responsibilities
- Governance committee and escalations
- AI risk and control matrix
- Training and communication
Application lifecycle
Build trust and transparency into every implementation through consistent processes, shared standards and rigorous testing:
- AI development and deployment standards
- AI testing and monitoring (including model testing, red teaming)
- Risk mitigation tracking and reporting
Operationalising Responsible AI
As Responsible AI programmes mature, risk and governance functions need to keep pace. Embedding these into your operations—from oversight to controls—is what turns early ambition into long-term impact. The following functions are critical to making it real:
- Internal audit
- Cybersecurity
- Data governance
- Compliance and legal
- Regulatory readiness
- Data risk and privacy
Responsible AI in action: client zero
We are our own client zero—transforming our business across all functions to better serve yours. Responsible AI, for us, means human-led and tech-powered. We’re harnessing the transformational power of generative AI by putting it directly in the hands of our people and our clients. Our goal is to embed AI into our capabilities and tools—driving real results while staying grounded in responsible use. Want to see what responsible AI looks like in practice? Let’s start the conversation.
Our AI services help you turn opportunity into outcomes. See how we put it into practice.
PwC X TED
Together, PwC and TED are asking some of today’s most critical questions—and unlocking answers to the future, to show how AI theory can become real-world practice.
