Responsible Innovation

A drive to create. A duty to care.

As the market leader with the most trusted AI and analytics platform, SAS is committed to working with customers, partners and academia to increase the awareness of, and need for, AI that is ethical, equitable and sustainable.

Our Core Principles

Access to quality data, at the optimal time, interpreted with compassion, is essential to ethical and human‐centered innovation.

Technology does not exist in a vacuum. It affects us all in unexpected ways. Ethical dilemmas can present tensions that should be navigated in the most productive and least harmful ways. Managing challenges in a trustworthy manner requires an unwavering set of principles rooted in proven, effective strategies.

Human Centricity

Promote human well-being, human agency and equity.


Ensure accessibility and include diverse perspectives and experiences.


Proactively identify and mitigate adverse impacts.


Openly communicate intended use, risks and how decisions are made.


Operate reliably and safely, while managing potential risks throughout a life cycle.

Privacy & Security

Protect the use and application of an individual's data.

Our Approach

Responsible innovation requires us to ask not only "could we," but also "should we?"

From ideation through development and deployment, our principles are reflected in our people, our processes and our products. With a collaborative governance approach called the QUAD, we focus on Oversight, Platform, Controls and Culture to anticipate, mitigate and avoid unintentional harm, particularly for the most vulnerable.


Ensures that internal and external AI-enabled technologies and processes adhere to data ethics principles. Advises leadership on sales, consulting, product development and procurement opportunities involving AI.


Absorbs and interprets expectations and demand, then develops AI technologies that align with market viability, SAS portfolio synergy, regulatory compliance and data ethics principles.


Monitors, audits and seeks compliance with data ethics principles. Provides organizational checks and balances to identify mitigation needs before AI-related technologies and services are made public.


Cultivates an ecosystem of creators, contributors and consumers of AI for knowledge sharing, collaboration and the normalization of behaviors and practices aligned with data ethics principles.

Trustworthy AI: Explore how SAS promotes human ingenuity.

Data Ethics Brief

AI is the simulation of human intelligence. Understanding potential risks and rewards will lead to better AI outcomes.

SAS Viya Platform

Our trusted platform with AI-based automation produces outcomes that are repeatable, reliable, explainable and compliant.

AI For Every Industry

From machine learning and computer vision to NLP and forecasting, SAS provides more intelligent, automated solutions to meet every industry need.

Our vision is a world where data empowers people to thrive. We pursue that vision through trustworthy and responsible innovation. Reggie Townsend Reggie Townsend Vice President of the Data Ethics Practice SAS

SAS Data Ethics Practice

SAS' Data Ethics Practice is a guiding hand for our responsible innovation efforts, ensuring our platform, processes and services keep the focus on people, with an “ethical by design” approach throughout product development and market strategy. The Data Ethics Practice is led by Reggie Townsend who also is a member of the National Artificial Intelligence Advisory Committee that advises the U.S. President and the National AI Initiative Office on a range of issues related to the development and use of AI.

Reggie Townsend shares his views on top questions regarding AI.


Learn about Generative AI: Benefits, risks and a framework for responsible innovation.


Read AI & Responsible Innovation: What’s Next?


Understand the ethics of responsible innovation and why transparency is key.


Read about bringing together humans and AI to save the Amazon rainforests.


Discover how artificial intelligence yields breakthrough innovation in crop science.

  • Amsterdam University Medical Center uses auditable and explainable AI to improve cancer screening.

    Read the story

  • AI helps Lockheed Martin improve aircraft readiness for military and humanitarian missions

    Read the customer story