Did you know that almost 40% of businesses are using AI to improve their productivity, and that number is only going up? While AI can bring huge benefits there is an ethical side to AI that is raising concerns that you should know about before your organization jumps all in on the AI train.
AI is truly everywhere. From chatbots to for-you-feed algorithms, to generating content recommendations for social media platforms, businesses are using AI to streamline processes, enhance customer experiences, and improve decision-making.
As AI continues to evolve, it’s crucial to address the ethical problems it presents. Although the future of AI appears promising, we’re still in the early stages of its adoption. Staying vigilant now, and implementing policies on where and when AI has a suitable use in your company practices, can help safeguard your brand from potential risks in the future.
Ethical Problems with AI: Where Does the Data Come From?
AI tools often work by processing massive amounts of data from all over the internet. While this can be incredibly useful, we have to consider where the data comes from. Since AI tools gather information from a boatload of sources, it can be unclear if the data is being used legally or if it infringes on copyrights.
This is a prime example of one of the ethical problems with artificial intelligence—AI systems might unintentionally use copyrighted content without proper attribution.
For example, an AI tool might generate content based on articles and images gathered from the web. But if some of those sources are copyrighted, your brand could inadvertently be at risk of copyright infringement.
How to Protect Your Brand: Make sure your team uses AI tools that are transparent about their data usage and licensing agreements. If possible, seek legal advice or review the terms of service to ensure the data used won’t cause any trouble down the line.
Potential Misuse and Harm: The Risks of Relying Too Heavily on AI
AI tools are great for compiling data quickly, but not all information is created equal. AI systems pull from both credible and less-than-reliable sources, which means there’s always a chance the information generated could be misleading. Relying too heavily on AI can put your brand at risk of sharing incorrect or harmful information, a growing concern when ethics in AI are involved.
For example, imagine using an AI tool to generate social media posts, only for it to spread false information or create a tone that’s completely off-brand. This could damage your reputation and erode customer trust.
How to Protect Your Brand: Don’t let AI replace human oversight. Always have a checkpoint in your processes where a person reviews AI-generated content before it’s shared with the public. Fact check where possible, and set up automated notifications on company accounts so that someone is always aware of what’s being produced.
Data Privacy: Who’s Responsible for the Data?
Data privacy has always been a concern, but as AI tools integrate more deeply into businesses, the risks are growing. When AI is handling sensitive data, like customer information, it’s important to know what protections are in place. Who’s responsible if something goes wrong? Is it the company using the AI or the developer of the AI system?
Typically, the company from whom the data is generated has been held responsible. (For example: ABC Company is responsible for the data collected on its customers. If they elect to share that data with a third party – like an AI system – it remains their responsibility. The only time this has been different is if ABC Company gets permission from their customer to share the information in advance, then the responsibility to manage the data effectively is transferred to the third-party, or AI system). Managing this information is where many businesses struggle, creating some key ethical concerns for data management and AI, and ones that are being updated regularly as new challenges arise.
How to Protect Your Brand: Before implementing any AI tools into your operational or communication systems, make sure to have a solid understanding of the technology’s data privacy policies. Realize that there might be different criteria to consider for how data is handled from a Local, State, Federal, and International perspective. Review the privacy policies of AI tool providers and make sure you are transferring this information to your company policies and contracts.
The Bottom Line: Stay Informed and Stay Safe
AI is a powerful tool, but it’s not without its ethical challenges. As technology continues to advance, it’s essential to stay informed and take proactive steps to protect your brand. Whether it’s ensuring copyright compliance, preventing misuse, or safeguarding data privacy, small business owners, non-profits, solopreneurs, and the like need to be vigilant in their use of AI tools.
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