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Home Technology How to unlock ethical AI use in sales and marketing

How to unlock ethical AI use in sales and marketing

by Jessica Weisman-Pitts
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iStock 1486818906

How to unlock ethical AI use in sales and marketing

By Tony Grout, Chief Product and Technology Officer, Showpad

AI has now truly embedded itself in the mainstream – and most profoundly in how companies conduct business. With AI-driven tools and algorithms redefining sales and marketing strategies, it’s essential to deploy a responsible integration of AI. This will guarantee an ethical approach that centers around transparency in computing-based decision-making processes.

Responsible AI is critical to ensure ethical, equitable, and effective sales and marketing practices that prevent the perpetuation of biases by balancing automation with the human touch. It also safeguards data security, ensuring customer information is handled with legal compliance and integrity.

By fostering a transparent approach that leverages AI algorithms, companies can account for – and are made accountable for – how AI-driven recommendations and decisions are made. This reduces the risk of mistrust and failure. With a spotlight on transparency, AI endeavors are shaped to provide the most trustworthy service, entailing rigorous auditing and regulation. In return is a brand’s position as an ethical leader in the dynamic marketing landscape, as well as long-term reputational protection.

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Moreover, ethical AI plays a pivotal role in averting unintended consequences. In recognising and rectifying inaccuracies in AI forecasts, the possibility of costly organisational blunders is significantly mitigated. Additionally, these practices in sales and marketing can actively contribute to upholding conformity with ever-changing regulations – protecting the business and its customers.

To ensure the responsible establishment of AI in organisations, sales enablement platforms play a business-critical role, by incorporating ethical considerations, transparency, and accountability into its capabilities. In adhering to these principles and practices, businesses can use AI to elevate sales and marketing outcomes while building customer trust and preserving privacy.

Integrate human review into AI decisions

Ethical AI integration sets companies apart as leaders in the sales and marketing landscapes. It demonstrates a commitment to innovation that aligns with societal values, where organisations can safeguard their brand image and grow a favorable public reputation. Responsible AI helps maintain a human-centric approach by balancing automation and genuine human interaction, resulting in personalised experiences that resonate with clients. Integrating human review into AI decisions can ensure reliability and accuracy in critical decision-making processes and when making ethical judgments that extend beyond data analysis.

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AI can also be used to manipulate consumer preferences and behaviors, potentially leading to inconsistencies. Human intervention in AI-driven decisions can add a layer of accountability where shareholders, customers, and regulators can comprehensively explain decisions that have affected them. In complex, changing environments, humans can assess unforeseen circumstances, adjust strategies, and inject creative insights that AI may struggle with. A symbiotic relationship that leverages the strengths of both technology and human cognition can achieve optimal outcomes that are ethical, accurate, and human-centered.

Audit AI algorithms for biases

While AI algorithms are key in streamlining processes, from predictive analytics to chatbots, they also have the potential to perpetuate biases found within training data, albeit sometimes unintentionally. This can result in discriminatory outcomes. The missteps within AI-driven sales and marketing can also inadvertently yield perverse or offensive content, tarnishing a brand’s reputation due to poor customer interactions.

Feedback loops can reinforce initial biases, and the lack of diversity in development teams can lead to biases and mismatched data that go unnoticed. To counter this, it’s essential to have diverse and representative training data, continuous monitoring, and ethical design and diverse human oversight in the development teams. This will help to ensure responsible AI development and implementation.

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Responsible AI can rectify such biases by only promoting fair treatment and inclusivity. However, B2B sales and marketing strategies require a level of relationship building, negotiation and emotional intelligence that AI cannot fully replicate. Therefore, businesses should regard AI as a tool that enhances their people’s capabilities rather than deferring to it entirely.

Seek third-party assessments

Conducting third-party assessments of AI practices can be advantageous in providing an independent evaluation of AI systems and methods. This external perspective helps identify potential weaknesses and blind spots that internal teams might overlook due to familiarity. Independent professionals can offer insights that complement the evaluation process with a comprehensive understanding of the technology and its implications for the company. Also, demonstrating a commitment to external scrutiny can build trust with stakeholders, regulators and customers, as this showcases a company’s dedication to responsible AI development and implementation.

As third-party experts are well-versed in AI ethics, data privacy, and compliance, these assessments ensure alignment with industry standards and best practices. AI’s potential to sift through vast data sets intensifies the need for robust cybersecurity measures and compliance with data protection regulations. AI tools will stay current and help proactively address and reduce any risks that can lead to legal disputes or reputational damage. Essentially, they serve as a quality assurance mechanism for a given business and a strategic move to pave the way for boosted credibility.

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Bridge technology and ethics for maximum ROI

Bridging technology and ethics to optimise ROI involves aligning innovation with responsible practices. A company’s values can be showcased by integrating an ethical framework into its technological strategy. It’s essential to collaborate with stakeholders to define shared ethical boundaries and tech goals. Furthermore, educating the workforce about the ethical implications of technology enables them to make informed decisions, and brings tangible value to sustain a long-term investment.

Maintaining transparency by openly communicating the ethical principles guiding a company’s technology adoption can capture the impact of AI on sales and marketing efforts. This requires a deep understanding of key performance indicators and regularly assessing the ethical implications of tech initiatives through audits, while addressing any rising concerns. Businesses should prioritise projects that offer substantial ROI while adhering to ethical standards, and measuring both traditional ROI and ethical impact ensures a comprehensive understanding of success. This approach is crucial to obtaining stakeholder buy-in as it builds positive relationships, fosters trust, and positions the business for sustainable growth.

Instead of regarding the challenges presented by AI as obstacles, it’s worth viewing them as opportunities for advancing toward a more refined and impactful approach to B2B sales and marketing. The businesses that wholeheartedly embrace these challenges and have an unyielding dedication to ethical and strategic AI integration are best poised to shape its future.

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