SG tables international standard for GenAI testing

Singapore has put forward a new international standard for testing Generative AI (GenAI) systems, in a move that could shape how brands, agencies and technology providers deploy AI in marketing, content creation and customer engagement.

The proposed ISO/IEC 42119-8 standard focuses on benchmarking and red-teaming methodologies for GenAI systems, aiming to standardise how organisations test AI models for trustworthiness, safety and reliability. It will be discussed at the 17th ISO/IEC JTC 1/SC 42 plenary meeting held in Singapore from 20 to 24 April.

Co-organised by the Infocomm Media Development Authority (IMDA) and Enterprise Singapore (EnterpriseSG), the meeting brings together more than 35 national bodies and over 250 AI experts from markets including the US, UK, China, Japan, Germany, France and South Korea. It also marks the first time the plenary is being hosted in the ASEAN region.

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The proposed standard is intended to establish a common framework for testing GenAI systems, improving the reproducibility and comparability of results across organisations. This, in turn, is expected to strengthen assurance around AI systems and support safer adoption by businesses and end-users.

While positioned as a technical standard, the implications extend into marketing and commercial applications of AI, particularly as marketers increasingly rely on generative tools for content production, personalisation and campaign execution.

The standard builds on Singapore’s earlier initiatives in AI governance and testing, including IMDA’s AI Verify toolkit, the Starter Kit for testing large language model-based applications, and the Global AI Assurance Sandbox. It also aligns with broader national efforts such as EnterpriseSG’s ISO/IEC 42001 accreditation programme and contributions to international documentation on real-world AI use cases.

Alongside the plenary, IMDA and EnterpriseSG are also running a series of capacity-building programmes, including workshops on AI standards capability, governance applications and AI assurance practices. These sessions bring together policymakers, standards bodies and industry stakeholders to explore how AI frameworks can be translated into real-world implementation.

Singapore’s broader AI strategy continues to emphasise trust and governance, supported by its AI Safety Institute, its role in ASEAN AI governance working groups, and participation in regional digital trade and standards initiatives. The country has consistently positioned itself as a proponent of “trusted AI”, balancing innovation with regulatory oversight.

This push towards standardisation also comes alongside broader efforts to strengthen AI governance frameworks in Singapore. Earlier this year, the IMDA unveiled a new Model AI Governance Framework for Agentic AI, designed to guide the safe deployment of autonomous AI systems that can reason and take actions on behalf of users.

Unlike generative AI tools, agentic AI introduces additional risks around autonomous decision-making and system-level accountability, prompting regulators to emphasise stronger oversight, risk controls and human-in-the-loop governance.

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