{"id":25058,"date":"2025-06-04T11:54:00","date_gmt":"2025-06-04T15:54:00","guid":{"rendered":"https:\/\/share.ca\/?p=25058"},"modified":"2025-07-04T11:45:14","modified_gmt":"2025-07-04T15:45:14","slug":"alphabet-urged-to-address-ai-related-risks-of-targeted-ads","status":"publish","type":"post","link":"https:\/\/share.ca\/blog\/alphabet-urged-to-address-ai-related-risks-of-targeted-ads\/","title":{"rendered":"Alphabet urged to address AI-related risks of targeted ads"},"content":{"rendered":"\n\n
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TORONTO\/VANCOUVER, June 4, 2025 \u2013 A coalition of investors led by SHARE<\/a>, the Shareholder Association for Research and Education, continues to put pressure on Alphabet Inc., parent company of Google, over the technology giant\u2019s use of artificial intelligence (AI) in targeted advertising.<\/p>\n

The investor coalition is urging shareholders to support a proposal (Proposal Number 12 in the Company\u2019s 2025 Proxy Statement<\/a>) directing Alphabet to publish an independent, third-party Human Rights Impact Assessment (HRIA) to examine the actual and potential human rights impacts of Google\u2019s AI-driven targeted ads. The proposal will go to a vote at Alphabet\u2019s Annual General Meeting (AGM) this week.<\/p>\n

SHARE and other investors have been engaging with Alphabet on this issue since 2021, citing the risks that such technology may pose to the company and its shareholders. A similar proposal last year received more than 48 per cent support<\/a> from independent shareholders.<\/p>\n

A spokesperson for the Pension Plan of The United Church of Canada (UCC), the lead filer of this year\u2019s proposal, said investors have made it clear: returns cannot come at the cost of human dignity and well-being.<\/p>\n

\u201cAlphabet\u2019s continued expansion of AI-driven targeted advertising not only has the potential to cause real harms, including undermining privacy and reinforcing discrimination; it also exposes investors to the risks those harms create,\u201d said Alan Hall, Executive Officer at UCC.<\/p>\n

\u201cThis proposal is about ensuring that human rights are respected in the design and deployment of these powerful technologies.\u201d<\/p>\n

Alphabet’s targeted advertising leverages AI to determine what users see and to maximize reach. As the technology continues to evolve, and Alphabet expands its investment in AI across its operations, inadequate due diligence may expose the company and its shareholders to significant risk.<\/p>\n

Alphabet itself has recognized these risks: the company\u2019s 2024 annual report<\/a> cites potential consequences to users, including risks of discrimination and human rights harms.<\/p>\n

For investors, the risk doesn\u2019t end there. Juana Lee, Associate Director of Corporate Engagement at SHARE, notes that advertising accounted for more than 75 per cent of Alphabet\u2019s revenue in 2024, making the business case crystal clear.<\/p>\n

\u201cIt is simply critical that Alphabet enhance its human rights due diligence efforts in order to ensure the long-term sustainability of its business,\u201d said Lee.<\/p>\n

\u201cParticularly given the ever-evolving regulatory and policy landscape around AI, companies must identify the guardrails needed to mitigate risks and enhance shareholders\u2019 long-term value.\u201d<\/p>\n

For media inquiries, contact SHARE Communications Manager Adam Burns at <\/em>aburns@share.ca<\/em><\/a>.<\/em><\/p>\n \n

\n Download the Press Release<\/i><\/a> <\/div>\n\n <\/div>\n\n <\/div>\n <\/div>\n