AI governance: What it is and why it matters

AI governance involves establishing guidelines to manage the integration and use of AI tools within organizations, ensuring that AI technologies are used safely, ethically, and in alignment with business objectives and regulatory requirements. As AI becomes deeply embedded in various industries, including marketing, where over 90% of marketers use generative AI tools, effective governance becomes crucial to mitigate risks such as regulatory non-compliance, inconsistent output quality, and erosion of customer trust. AI governance requires clear policies and procedures, human oversight, and defined roles and responsibilities, enabling companies to balance technological advantages with human oversight. The Contentful platform supports AI governance by providing tools such as structured content models, AI Actions, role-based permissions, audit logs, and controlled API access, facilitating responsible AI use and compliance with evolving regulations. This approach allows organizations to adapt incrementally, building a robust AI governance framework that ensures security, transparency, and accountability while enabling teams to optimize AI use effectively.