Ericson Chan, Growth Chief Information and Digital Officer in Zurich Insurance Group, said “It is not the lack of ethics, but lack of consideration of ethics we need to prevent using AI.” Artificial Intelligence and Ethics should be long-standing partners in human development and prosperity. This combination, together with human impetus, is the future of sustainable innovation. Ethical Considerations in AI Marketing are crucial for responsible implementation and growth.
As of today, AI is the brimming endpoint for making quicker decisions in businesses, enhancing productivity among employees, and generating better outcomes. With its programmed directives based on algorithms (supervised, unsupervised, and reinforcement learning), AI can recreate, develop, and innovate formulations, tasks, and other vital aspects. However, these changes are subject to applications in the modern world.
AI Algorithmic Liability and Risks – How to Manage?
With advancements comes responsibility! Where AI is producing a safe haven for mankind, it is concurrently, generating a wide spectrum of problems that encompass regulatory compliance, liability, and reputational risk. AI-based algorithmic liability arises from the unexpected functioning of the unmanned machine or system, leading to property damage, personal injury, malpractice, or cyber threat indulgence.
Risk management services are mandatory for fixing issues related to the AI algorithm life cycle. With global innovation gaining ground, safety is becoming an important aspect to manage and implement. Imagine being in the lock-up because of a false identity impression created by AI!
Elements of Risk Management
Handling risk is not easy, especially when it comes down to the complex coding of machines. The following are some factors that need to be comprehended for efficient algorithm modifications:
- Methodical risk analysis of the AI system
- Develop performance metrics based on system usage and algorithm complexity.
- Build proper mechanisms to detect and fix performance issues.
- Maintain historical records of AI development and functioning.
- Follow the standards and protocols of the AI system.
Ethical Concerns in AI Marketing
“Doing no harm is the first principle of ethical AI system”. However, ethical considerations in AI marketing include addressing bias, privacy, data security, accountability, and more.
1. Partiality & Discernment
Inducing incorrect information in AI can lead to drastic consequences: Algorithms favoring one sect, race, or gender over another, mortgage approval rates concerning minorities, segregating images into different categories, and more. According to tech scientists, robots were asked to scan faces and sort them according to professions: Doctors, Criminals, and Homemakers. The robot identified women as homemakers, black men as criminals, and Latino men as janitors. In the case of doctors, women were not preferred by AI.
To fix biases, humans can ensure a clear and effective output by screening what AI produces, assessing discrimination to develop rational results, investing in AI for better output, or diversifying technology.
2. Data Protection and Privacy
Privacy is another important aspect of AI content creation. Handling copious amounts of data in quick time can induce AI to extract personal information without consent. To address the issue, applications must comply with the regulations and privacy terms. Conversely, coding experts can also infuse privacy policies within the AI content creation system to restrict data breaches.
3. Accountability and Transparency
Marketers and AI experts should ensure the efficient performance of algorithms for smooth operations. In addition, they need to take charge of the outcomes. If a flaw or discrimination has been detected, experts should address the situation immediately. To avoid such happenings, regular tests and evaluation is necessary.
4. Misinformation and Manipulation – Real-Life Examples
- According to HBR, the UK Commission of Racial Equity found a glitch in the admission process conducted through AI: The computer program segregated women and non-European monikers in comparison to other candidates.
- The SM company, Instagram, found its AI program prioritizing individuals that showed bared skin. The investigation was conducted in 2020, where 2400 photographs were analyzed. The AI-based software application picked 21% of individuals with limited apparel on their bodies.
- Clearview AI has been the talk of the town since 2019. Its unethical practice of extracting images and videos from social media was reprimanded severely. In Sweden, the police dept. was sued for using the AI software.
Ethical considerations in AI marketing is an essential aspect, considering the anomalies and threats perpetuating for several years. It is the responsibility of AI experts and users to alleviate the problems through constant reporting, evaluation, and analysis. Disciplines around the world need to reinforce their systems with stronger and ethical AI.
