The Irish government has introduced new guidelines for the public service’s use of artificial intelligence (AI), aiming to ensure responsible and ethical deployment of AI technologies.
These guidelines provide a decision-making framework to assess AI’s potential applications and outline steps to be taken during the planning stages. They emphasize the importance of transparency, accountability, and public trust in AI systems.
Published by the Department of Public Expenditure, NDP Delivery and Reform, the framework includes tools such as an AI Register and Algorithmic Impact Assessments. These are designed to help public bodies evaluate risks and ensure AI systems align with ethical standards.
The initiative reflects a growing awareness of AI’s impact on various sectors, including education, where teachers have expressed the need for more training and clearer guidelines on AI integration. The Teachers’ Union of Ireland has called for a national conversation on the role of AI in schools.
The guidelines also address concerns about the misuse of AI, such as the creation of deepfakes, with recommendations for specific legislation to prohibit such practices. This move aligns with international calls for the development of AI guidelines to manage risks and benefits associated with the technology .
For the Irish marketing industry, these guidelines signify a shift towards more ethical and transparent use of AI in campaigns and consumer interactions, fostering greater consumer trust and enhancing brand reputation in the digital age.
FAQs about Ireland's AI guidelines and responsible AI use
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Ireland's Guidelines for the Responsible Use of AI in the Public Service are designed for government departments and public bodies, rather than private businesses. However, their principles can inform responsible AI practices in marketing and communications. The official government guidelines cover transparency, accountability, privacy and human oversight.
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Ireland's public service AI guidelines identify seven principles: human agency and oversight, technical robustness and safety, privacy and data governance, transparency, diversity and fairness, societal and environmental wellbeing, and accountability. These principles provide a framework for assessing AI systems. The government's AI resources explain how they support responsible adoption.
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An algorithmic impact assessment examines the potential risks and consequences of using an automated system, including its effects on individuals, fairness and accountability. It can help organisations identify concerns before deployment. Ireland's public service framework provides a Decision Framework and Responsible AI Canvas to support these assessments during AI planning and implementation.
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Not all AI-generated marketing content requires a label. However, the EU AI Act introduces transparency obligations for certain AI-generated or manipulated content, including deepfakes. These requirements apply from 2 August 2026, subject to specific exceptions. The European Commission's guidance explains which content and organisations are covered.
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Marketing teams can use AI responsibly by checking generated content for accuracy, protecting confidential information and maintaining human oversight of important decisions. They should also consider bias, transparency and potential risks to consumers. Ireland's responsible AI principles provide a useful starting point for developing internal policies and reviewing AI-assisted workflows.
Sources: RTÉ
