Danish pension fund Akademiker Pension, along with other shareholders, has urged Google to take accountability for its use of AI, calling on the company to address how its AI-driven targeted advertising impacts human rights.

In the proposal, the company was asked to conduct an independent assessment of both the current and potential consequences, with calls for Alphabet, the holding company that owns Google, to publish the valuation on its website by June 1 2026.

Commenting on the proposal, Akademiker Pension CEO, Jens Munch Holst, said: “Of course, we would like to be able to influence the company even more here and now. But active ownership against these companies is a bit like changing the course of a supertanker.

“It takes place slowly over a long period of time. But we know from other companies that patience pays off, and that constant investor pressure can quietly make companies change direction and practice.”

The fund said with companies' extensive use of AI, there is also a need to ensure that it is done in a responsible way, especially when it comes to Alphabet.

It explained that when Alphabet uses AI in targeted advertising, the company risks getting into a clinch with human rights and equal treatment.

"As a responsible investor, we are constantly trying to turn the companies we invest in in a more responsible direction. Simply because we believe that responsibly run companies provide the best return in the long term," Holst said.

Announcing the proposal at Alphabet's annual general meeting, Akademiker Pension chief investment officer, Anders Schelde, pointed out that research has shown that targeted advertising technologies can negatively impact human rights, including violating privacy, freedom of expression, and perpetuating systemic discrimination and inequality.

He added that such adverse impacts and a “lack of sufficient” human rights oversight and due diligence may expose the company, and by extension its shareholders, to “significant reputational, legal, and regulatory risks”.

“Yet, we do not believe that Alphabet has demonstrated to shareholders a robust due diligence system to identify, address, and prevent the adverse human rights impacts stemming from its targeted advertising technology,” he said.

European Pensions has contacted Google for comment.

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