This article was based on the interview with Tara DeZao of Pega by Greg Kihlström for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:
The ethical use of generative AI is a topic of great importance in today’s digital age. As AI technologies continue to advance and become more integrated into various industries, it is essential for businesses to consider the ethical implications and potential risks associated with their use. There are several ethical considerations that marketers and CX professionals should keep in mind when utilizing generative AI.
One of the key points discussed in the podcast is the importance of building long-term relationships with clients. Tara DeZao from Pega emphasizes that every action taken with clients should serve the purpose of strengthening the relationship, rather than exploiting their vulnerabilities for short-term gains. This highlights the need for businesses to prioritize ethical behavior and consider the long-term impact of their AI-driven strategies.
Another significant ethical concern raised in the podcast is bias. The guest speaker explains that bias in AI algorithms often stems from outdated or incomplete data sets. This can lead to discriminatory outcomes, such as gender bias in mortgage or credit card applications. To address this issue, businesses must ensure that their data sets are regularly updated and thoroughly reviewed to identify and mitigate any biases. Transparency is also crucial in understanding when bias has been introduced and taking steps to rectify it.
Furthermore, the podcast emphasizes the importance of human mediators in the use of generative AI. It is not solely the responsibility of technical staff or data scientists to uphold ethical behavior; it is a collective effort across the entire organization. Businesses should encourage collaboration and establish frameworks that promote ethical AI practices. This includes partnering with competitors to create industry-wide standards and fostering a culture where all employees are vigilant in identifying and addressing potential ethical concerns.
For businesses that are considering implementing generative AI for marketing and CX purposes, the podcast offers valuable advice. It suggests researching and understanding the specific use cases and desired outcomes before integrating AI into existing systems. Simply adopting AI because it is a popular trend can lead to ineffective and potentially unethical practices. Businesses should carefully consider the strategic implications and align AI initiatives with their overall goals and objectives.
In conclusion, the ethical use of generative AI is a critical consideration for businesses in today’s digital landscape. By prioritizing long-term relationships, addressing bias, and involving human mediators, businesses can ensure the responsible and ethical use of generative AI. By doing so, they can leverage the power of AI to enhance customer experiences while maintaining ethical standards and fostering trust with their clients.
