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Beginning The Long Climb To The Pinnacle of AI – From The Base Camp Of Trust

The ethics of artificial intelligence (AI) have been thrown into the spotlight by governments, organizations, and society this past year. Concerns over how consumer data is used by machines and how LLMs (large language models) are trained on datasets have consistently dominated conversations around emerging technology.

With spending on AI software expected to grow to $297.9 billion by 2027, a world where chatbots, generative AI tools, and virtual assistance become the norm is no longer a far-fetched concept.

Getting the balance right between investment and ethics will be crucial, not least for the majority of marketers (according to HubSpot’s research) who believe AI can help create content more efficiently (77%) and improve the quality of their marketing (79%). The wider picture sees the government taking early steps as with the AI Safety Institute to ensure a safety framework is in place, but much will be learned from how organisations are approaching how they embed AI tools within their business.

Top Martech AI News: Salesforce Introduces Data Cloud Spring

AI Will Be A Co-pilot

Generative AI tools like ChatGPT offer marketers their own personal assistant and creative sidekick – available at the drop of a hat for content creation and ideas generation. This ability to create efficiencies as well as provide a better, personalized experience to consumers – whilst prioritizing data protection – is what will set successful AI models apart from the rest. They can help marketers decide what the best channel is to find leads or speed up the customer’s journey, and for these reasons, the question we should ask ourselves is not Will AI tools replace human interaction with customers?” but rather, “when will the efficiencies and level of service on offer mean we welcome the change?” 

There will always be a place for human interaction in the purchase journey – but we should be sensible about how AI tools allow us to focus our skills in the areas that most benefit, and not dismiss, the remarkable good AI-driven efficiencies can bring.

Ethical Development Of AI

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Even the best AI tool or service will fail without the foundation of trust. That’s why AI tools must be developed around a set of principles and ethics, which at their core, should be robust data protection and consumer consent.

At HubSpot, our AI deployment is ultimately governed by a bespoke set of principles that inform our product development – like human accountability. This is imperative for accountability for design choices, training data selection, and the overall impact of AI systems on our customers. By ensuring humans are accountable for AI in this way, businesses will incorporate better, fairer, more trusted, and responsible AI practices.

We have a team that consistently monitors and manages how our AI platform approaches things such as design choices, training data selection, and overall impact on customers. By doing this, we can better identify the risks associated with AI and ensure it’s deployed in a manner that aligns with our values.

Tech firms that proactively audit algorithms are promoting safe data processes while ensuring customer experience remains a priority.

So what next…?

AI brings the promise of unprecedented efficiency and personalization, but it also requires responsibility. Our embrace of this technology needs to be peppered with a healthy dose of realism and practicality.

By championing ethics and transparency we can be sure-footed in our first steps on this journey of exploration into how AI will change our lives.

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