an artist s illustration of artificial intelligence ai this image depicts the process used by text to image diffusion models it was created by linus zoll as part of the visualising ai

Using ethical AI for business and customer success

This article was based on the interview with Peter van der Putten from Pega by Greg Kihlström, MarTech keynote speaker for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:

The ethical use of artificial intelligence (AI) in marketing is a topic of great importance in today’s business environment. As technology continues to advance, businesses are increasingly relying on AI to enhance their marketing strategies and improve customer experiences. However, with this reliance comes a responsibility to ensure that AI is used ethically and responsibly.

The podcast further discusses the concept of left-brain, right-brain AI with Peter van der Putten, Director of AI Lab at Pega. This concept refers to using AI in a way that combines both analytical and creative thinking, mirroring the functions of the left and right brain hemispheres.

The discussion begins with an introduction to the podcast and its focus on marketing technology and customer experience trends. The Agile Brand aims to explore the people, processes, data, and platforms that make brands successful, customer-focused, and sustainable. The podcast is sponsored by TechSystems, an industry leader in technology services.

Before delving into the topic of AI ethics, Killstrom briefly mentions his latest book, “Priority is Action,” which provides insights and ideas for leaders and teams to make meaningful progress on their priorities. This sets the stage for the importance of prioritizing ethical use of AI in marketing.

Van der Putten then introduces himself as the Director of AI Lab at Pega, where he focuses on driving responsible impact with AI in large companies. He explains that his role involves developing new go-to-market strategies with AI and ensuring its ethical application. Additionally, he remains connected to the academic world as an assistant professor at Leiden University.

The conversation moves towards the concept of left-brain, right-brain AI, which Van der Putten describes as using AI in a responsible manner that goes beyond just the technology itself. It involves considering the proper application of AI to drive responsible impact and create trustworthy AI systems. This means using AI to create great customer experiences that are valuable to the business while maintaining ethical standards.

The ethical use of AI in marketing involves several key considerations. First and foremost, businesses must ensure that their AI systems are designed to respect privacy and protect customer data. This includes obtaining proper consent for data collection and ensuring secure storage and handling of sensitive information.

Furthermore, AI algorithms must be transparent and explainable, allowing marketers to understand how decisions are made and ensuring accountability. This helps prevent biases and discrimination in AI-driven marketing campaigns.

Additionally, marketers must be mindful of the potential negative impact of AI on society. This includes addressing issues such as job displacement and the widening digital divide. Businesses should strive to use AI in a way that benefits both their customers and society as a whole.

The ethical use of AI in marketing is crucial for businesses in today’s digital landscape. It requires a combination of analytical and creative thinking, known as left-brain, right-brain AI. By prioritizing responsible AI practices, businesses can create great customer experiences while upholding ethical standards and contributing to a sustainable and equitable future.

The Agile Brand Guide to Generative AI by Greg Kihlström