Navigating AI implementation into your business
From fraud detection technology to customer service chatbots, artificial intelligence (AI) is undeniably reshaping organisations. However, is it a genuine driver of innovation for businesses, or are they merely adopting it for the sake of appearances? Mumbrella's Rosie Drew explores.
AI can revolutionise operations. It can improve customer relationships, streamline recruitment processes, cut costs, and increase productivity across the board.
If programmed correctly, it has the power to do a lot of the heavy lifting, saving both time and resources. But how many businesses are dipping their toe into the waters of AI without a clear understanding of its implications and how it aligns with their strategic goals?
These are questions examined in the just-released Sefiani and Clarity Global AI’s Value(s) Report.
Gina Joseph, chief strategy officer of VentureBeat, asked businesses to consider: Are you really grasping what it means for your organisation, how it’s benefiting [you], and how it’s benefiting the people you’re looking to serve?
Credit: Sefiani/Clarity Global AI’s Value(s) report
68% of Australian businesses have already implemented AI, according to data released last year by the Commonwealth Scientific and Industrial Research Organisation (CSIRO). A further 23% said they were planning to implement it in the next 12 months.
However, a global survey from ISACA, an international professional association focused on IT governance, uncovered that just 10% of organisations have a formal, comprehensive, generative AI policy in place.
Rushing to jump on the AI bandwagon without a clear vision or understanding of its potential risks can have detrimental consequences surrounding the vulnerability of sensitive data, accuracy, accountability, and overreliance.
Bad data creates bad results: rubbish in, rubbish out. When AI systems are fed low-quality information and generate biased or inaccurate results, it can land businesses in hot water. When a retail company uses AI for personalised product recommendations but delivers inaccurate suggestions, the customer can feel misunderstood and frustrated.
Inaccurate data coupled with AI can also result in reputational damage and ethical or legal issues, as biased or discriminatory outcomes may arise.
In 2016, Microsoft was forced to apologise after its Twitter bot began spewing a series of offensive ramblings. The unassuming bot, Tay, was programmed to gain her knowledge by engaging in ‘casual and playful conversation’. The more you chat with Tay, the smarter she gets, claimed Microsoft.
However, the dialogue didn’t stay playful for long. After just a few short hours of liaising with users on the platform, Tay’s innocence quickly faded, and she began tweeting a bunch of racist posts alongside claims that ‘9/11 was an inside job’, and feminists should ‘burn in hell.’ Microsoft swiftly shut down Tay a mere 16 hours after launching.
In order to take advantage of what AI has to offer, businesses must approach it in the right way. It must retain a human-centred point of view and be ethical and accurate.
Benny Du, AI senior principal at Accenture, said the ‘human in the loop’ component is particularly important in generative AI.
“You can link AI technology to a CPG company’s product information management system and ask it to create marketing copy for a shampoo, thinking like a brand marketer and using key product details. What you’ll get back will be shampoo paradise, but it won’t be unique to your brand,” he said.
“You still need brand marketers to review it from the perspective of: Is this my brand voice? Is it in line with my core values? Is there misinformation to correct?”
Last year, a New York-based lawyer landed in trouble following an embarrassing misstep with ChatGPT. He was fined US$5,000 (AU$7,485) for submitting fake citations generated through the OpenAI chatbot in a personal injury case.
So, should businesses steer clear of AI due to potential misuse risks? Not necessarily. AI presents great opportunities for businesses, but as they delve into the complex landscape of AI adoption, they must tread carefully. They should consider how it fits into their business, aligns with values, and integrates with systems.
This technology is changing all the time, and adoption can sometimes feel ad hoc. Organisations shouldn’t be afraid to take their time and seek expert guidance to ensure a smooth integration that benefits their business goals.
By approaching AI adoption with caution, you can unlock its full potential to drive progress and innovation while staying true to ethical principles.
“The best thing for everyone to do – developers, business leaders, consumers – is to pause and take time to understand it,” Gina Joseph, chief strategy officer of VentureBeat said.
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