AI is beginning to take root in businesses. The use of AI (chatbots answering customer enquiries & software/software development predicting sales trends) makes it possible for companies to operate rapidly & intelligently. As such, there is much demand for the ethical use of AI. Companies should recognise that unethical uses have the potential to harm rather than help humans.
Why Ethics Matters in AI
Data is the basis for decision-making in AI. If the data being used is biased or has gaps, then there is the potential for unfair outcomes. For example, when a hiring tool has been trained with only limited amounts of information, it may not be obvious when an AI system is giving favourable results to one group compared to another. Ethical use of AI requires ensuring that data is checked for fairness, systems are tested regularly to ensure fair outcomes and that decisions are transparent. Companies should always be able to answer, “Does this technology benefit all individuals equally?”
Protecting Privacy and Data
Today’s companies gather massive stores of customer data, and this information can allow AI systems to analyse past customer transactions in order to improve future customer experience and other areas. In addition to the large databases of collected customer data that modern companies operate, every customer also trusts the companies they engage with to hold their private data securely and keep this data safe via data protection laws and the development of appropriate security systems. Ethical use of AI technology will require organisations to treat customer information with respect and protect customers’ confidential information by being clear about how they collect customer data and what they are going to use customer data for.
Human Oversight and Accountability
AI must augment human decision-making rather than completely displacing human judgement. There are times when a machine needs to make a decision for which there must be human oversight (e.g., approving loans, screening applicants). In the event an AI makes a mistake, it is the responsibility of the company, not the technology, to accept responsibility. When a company shows it will take responsibility when there is a mistake made by the technology, it will help establish trust amongst customers and employees.
Building Trust Through Responsible AI
When using AI ethically, an organisation establishes trust with its customers and employees, building long-term confidence to allow companies to develop strong reputations. Using AI ethically involves creating value responsibly, not only avoiding difficulties. The modern world more than just defines success by profit; it also defines success in terms of responsibility and technology usage.