Responsible AI

Rakuten's Approach

At Rakuten, AI technology is extensively utilized across various businesses. To enjoy the benefits of AI technology while providing stakeholders with safe and reliable services, establishing a robust governance structure is essential. We prioritize the protection and management of personal and confidential information, including our customers' personal data, in relation to our AI systems such as generative AI. We are dedicated to maintaining the fairness of rapidly evolving AI technologies and continuously improving their quality. Specifically, our approach to responsible AI involves creating a secure environment guided by the following model:

Management System

The Rakuten Group has established a cross-functional AI governance system that acknowledges the close relationship between AI and data utilization. The "AI & Data Committee" has been formed to oversee group-wide initiatives in five key areas: AI risk management, R&D, AI security and safety, public relations and policy, and data utilization. Within these programs, we engage in discussions that cover everything from training our employees to developing and implementing AI, with a focus on identifying challenges and shaping future policies. The results of these discussions, including proposals and decisions, are regularly reported to the AI & Data Committee. Key decisions and challenges are also continuously reported to the Board of Directors and the Corporate Management Meeting, ensuring transparency and accountability within the AI governance framework through executive-level supervision and strategic direction.

AI Code of Ethics

The Rakuten Group has adopted the "AI Code of Ethics," which was published in 2024. This code sets ethical standards for each stage of AI development, operation, and usage, ensuring that we offer trustworthy services to our users. In addition to this AI Code of Ethics, by establishing comprehensive internal rules, the Rakuten Group can promote technological innovation while protecting individual rights and privacy, promoting the use of AI in a manner that is fair, equitable, and transparent.

Rakuten Group AI Code of Ethics

At Rakuten Group, we recognize the immense potential of Artificial Intelligence (AI) and the transformative impact it can have on our society, and we are committed to ensuring that Rakuten AI is developed, tested, deployed, and used in a responsible manner. Our approach is rooted in Principles of Rakuten Shugi (Rakuten Basic Principles) and Rakuten Group Code of Ethics – which champions universal human principles like fairness, respect, sustainability, transparency, and lawfulness. We live these values while remaining fully compliant with Rakuten Group Regulations including Security and Privacy.

We will continuously evolve the AI code of ethics, listening to feedbacks, and aiming to shape the future of responsible AI through collaboration with global stakeholders.

Principle #1: We obey today’s laws, and help shape tomorrow’s

First and foremost, we obey all applicable laws and regulations worldwide, and maintain high ethical standards. In our pursuit of a just society, we use AI to more efficiently oppose criminal organizations and illegal or morally questionable activities.

We are committed to being an active partner for lawmakers, helping them understand current and future applications, opportunities, and potential risks of AI technology, and collaborating to craft laws that not only address today’s needs, but anticipate and proactively address tomorrow’s needs.

Principle #2: We design AI systems that empower humanity

Rakuten Group is promoting the use of AI with the worldview that technology is a tool that augments human creativity and ingenuity. Our AI systems are designed to advance this commitment and are built to serve as a useful, trustworthy companion for employees as they do their jobs, for partners as they grow their businesses, and for customers as they navigate their daily lives.

Principle #3: We do not compromise on safety

Our approach to AI development and operation ensures that every model we build, every dataset we collect, and every service we deploy is rigorously defined, developed, tested, and monitored to be as safe, secure, and reliable as possible.

Throughout the entire process, we ensure the safety of all those involved in producing and delivering our AI services

Principle #4: We are committed to reliability and fairness

Reliability is the bedrock on which customer and partner satisfaction is built. We work to ensure our AI tools deliver trustworthy, consistent, high-quality results every single time they are used.

We believe that everyone should be treated fairly, and all AI systems should be fair and unbiased.

We rigorously protect our data and are committed to using it to create AI systems that are free from unfair biases, discrimination, and prejudice.

Principle #5: We build trust through transparency

Transparency is core to building trust with our valued customers and stakeholders. We are committed to providing clear and understandable explanations about how our AI models are developed, tested, and deployed across our products and services, and work with suppliers to ensure they do the same. We are transparent about how we collect and use customer data and make it easy for users to have control over what data they want to share.

To put our principles into action, we establish governance structure, and we are committed to foster a culture of developing and using AI responsibly.

AI Governance Initiative

AI Usage Operational Guidelines

The Rakuten Group has developed internal guidelines for AI utilization to address AI risks. These guidelines outline the key principles that should be adhered to when utilizing AI, including use cases for AI services and guidelines for implementing these services in our business operations. Together with other principles, these guidelines aim to serve as a roadmap for our employees to engage with AI responsibly.

Employee Education

As part of our ongoing efforts to address AI risks, we actively disseminate information through presentations at the Rakuten Asakai (weekly all-employee meetings), e-mails and digital messaging on screens placed throughout our offices to enhance understanding and awareness of ethical AI use within the company. At Rakuten, all employees receive training on AI usage guidelines and information sharing, and educational activities are conducted to further enhance employee awareness.

AI Risk Management

Cross-functional collaboration with relevant departments is essential to implementing effective AI risk management. A specialized team conducts AI risk management at group level in accordance with our AI risk indicators. This team performs assessments of AI risks, provides countermeasures, and promotes risk mitigation strategies. Additionally, the Rakuten Group has established a unified consultation service for business units planning to incorporate AI into their services or utilize AI-powered solutions. The consultation service coordinates with relevant departments to evaluate whether Rakuten can develop safe and reliable AI services or ensure the safety of AI technologies being utilized. Through these measures, we consistently provide AI-related services in a highly secure environment.

Contributions to External Organizations

The Rakuten Group has declared its participation in the Japan AI Governance Association and the Hiroshima AI Process to keep pace with the rapidly changing AI environment and to contribute to society. The Japan AI Governance Association promotes the realization of social value through AI activities and works to build trust among multi-stakeholders, while advancing strong governance for the utilization of AI. Rakuten has previously made presentations at events attended by members, participated in various working groups, and played a role in examining policies and institutional frameworks related to AI, as well as contributing to policy recommendations to the Japanese government. The Rakuten Group has participated in the operational framework based on the Hiroshima AI Process and has publicly disclosed its compliance status with international codes of conduct on the OECD website in the "G7 Hiroshima AI Process (HAIP) Transparency Report."

G7 Hiroshima AI Process (HAIP) Transparency Report: click here