Vixen Digital is proud to announce that we have achieved ISO/IEC 42001, the first international standard for Responsible AI Management, alongside ISO/IEC 27001, the global benchmark for Information Security.
This dual certification places Vixen Digital among the first digital marketing agencies in the UK to meet ISO 42001 requirements and demonstrates our commitment to building secure, transparent and ethically governed AI systems.
Leading the Way in Responsible AI
ISO/IEC 42001, introduced in late 2023, provides a structured framework for AI risk management, ethical development and transparency across the entire AI lifecycle from design to deployment. When combined with ISO/IEC 27001, it gives Vixen Digital a strong foundation for delivering AI innovation while protecting the data, privacy and trust of clients, partners and users.
“AI is not going anywhere. It will become more embedded in everyday life. But as marketers, we have a responsibility to use it in a responsible, ethical and managed way.” said Sean Carroll, Director at Vixen Digital.
“Our aim with ISO 42001 is to show that we are taking AI seriously and to encourage others to do the same. By achieving ISO 42001 and ISO 27001, we are demonstrating that our AI solutions are not only innovative, but responsibly developed and managed.”
Why this matters now
In March 2025, Vixen Digital published an analysis highlighting the consequences of aggressive AI scaling in content production. It documented an 80 percent ranking collapse in one case. Similar patterns have appeared across audits throughout 2025.
“We are seeing a rise in what we call ‘AI waste’ – the growing volume of low-value AI output that weakens business performance, damages trust in the marketing industry, raises sustainability and ethical questions, and contributes to a declining digital ecosystem”, said Sean Carroll, Director of Vixen Digital.
New research now strengthens the warning. A peer reviewed study published in Nature Scientific Reports in November 2025 shows that failed or repeated AI attempts can use between 8 and 53 times more energy than successful ones.
Setting a New Benchmark
By achieving both ISO/IEC 42001 and ISO/IEC 27001, Vixen Digital is helping raise the standards for responsible and secure AI development across the digital marketing industry. For clients, this means reduced risk, stronger governance and future proofed partnerships.
