Advancing Responsible AI Innovation A Playbook 2025

CASE STUDY 2 Dubai AI Seal to prevent deceptive practices When organizations exaggerate the AI capabilities of their products and services (i.e. “AI washing”), it can negatively impact the adoption of, and trust in, the offerings of reputable organizations. The Dubai Centre for Artificial Intelligence (DCAI) launched the “Dubai AI Seal”, which aims to verify AI offering claims for businesses operating in Dubai. Companies are assessed on their activities and services, and their number of AI-specialized employees, projects and partnerships.20 Key insight Governments are exploring novel methods (such as seals) as alternatives or complements to traditional incentives (such as penalties) to encourage companies to implement jurisdictional AI governance goals. For jurisdictions that assess both voluntary guidelines and regulatory penalties to be currently unenforceable, seals may offer a middle path: abiding by such guidance is still voluntary but can carry tangible consequences from consumer buying power. Advancing Responsible AI Innovation: A Playbook 11