Vice President, Head of Digital Terms at SAP.
It’s truly incredible to see how AI has transformed the way we do business, making things faster and more personalized and giving us insights we never thought possible. But as with any great power, it comes with great responsibility, especially when we talk about ethics.
As a digital transformation leader, my career spans over 15 years with renowned organizations in Asia and North America, where I led crucial innovation and incubation initiatives based on AI aimed at increasing the productivity of sales and business development teams, leading to additional business impact. . My experience in diverse cultures has allowed me to emphasize rigor and precision to eliminate bias and achieve complete compliance, transparency and trust within an organization as we integrate AI in our work environments.
The Role of AI Ethics in Sales and Business
With my extensive experience in this field, I would like to discuss what AI ethics means in the world of sales and business. First, there’s the big issue of data privacy. Business AI tools are like sponges, absorbing all kinds of customer information. We need to make sure this data is kept secure, in compliance with laws like GDPR in Europe or CCPA in California. Imagine if someone mishandled your personal information: that’s not cool, is it?
Then there is the question of algorithmic bias. This is a delicate question. Sometimes AI can make decisions based on data that is a bit biased. This means that some customers might be treated unfairly, which is certainly not what we want. Fairness is key.
Transparency and accountability are also huge. We need to make AI decisions as clear as a sunny day. And if something goes wrong, we need to know who is responsible and how to fix it. It’s like having a roadmap for AI decision-making.
In the field of sales and marketing, it is quite telling to note the lack of consumer awareness of cyber risks and the emergence of deepfakes. Despite the considerable buzz around these topics, it is surprising to find that a significant portion of the audience…49% of consumers– seems relatively unconcerned about the use of generative AI to create fake news.
How Businesses Can Navigate AI Ethics
So how can businesses manage all of this? First, you need to develop strong ethical guidelines for using AI. Think of it as establishing ground rules for a game: what is within limits and what is not? This includes ensuring that AI treats everyone fairly and has clean hands when processing data. And it’s not just technicians who should have a say. Legal teams, client advocates: everyone should help make these guidelines as robust and inclusive as possible. Our organization has established an AI Steering Committee, which holds us accountable for resolving any dilemmas regarding AI ethics and allows for diverse input.
Once you have your guidelines in place, it’s all about following them. This means regularly training the team on the ethical use of AI. Just like how athletes train to stay in tip-top shape and how cars require regular checks, AI systems need audits to ensure they are following the rules and respecting the privacy of the user. each.
Now let’s talk about being open with customers. Companies should be like open books, explaining to customers exactly how they use AI: how they collect data, what they do with it, and how they protect it. This creates a bridge of trust and customers can cross it knowing exactly what they are getting into.
Managing algorithmic bias is another important chapter. This means using data that reflects all customer types and constantly testing the AI to ensure it is not biased. It’s like having a diverse group of taste testers for a new dish to make sure it appeals to everyone.
In summary
AI ethics is not something you just set and forget. It’s constantly evolving, always changing. Businesses must remain vigilant and stay abreast of the latest technological and ethical advances in AI. It’s like surfing: you have to stay balanced and be ready to ride the next big wave. It’s about striking a balance between leveraging cutting-edge technology and ensuring our audience is familiar with the realities of the digital world – a crucial aspect of responsible and effective sales and marketing in the current environment.
In conclusion, navigating the world of AI ethics in sales and business development is about understanding the challenges, charting the right path with clear guidelines, making sure everyone follows that path , to be transparent, to keep an eye out for bias and to always be ready to learn and adapt. By doing all of this, businesses can harness the power of AI while keeping their ethical compass pointing north. It’s not just about staying out of trouble; it’s about building a trusting relationship with customers that stands the test of time.
Finally, it is crucial to recognize that the secret ingredient to successfully implementing the steps mentioned above lies in gaining sponsorship from your organization’s leadership. I am deeply grateful to consistently receive the leadership support and partnership required within my organization, both within our business unit and beyond the broader teams, which has been instrumental in the success of our programs of AI. It’s truly a collective effort and it takes a village to make the magic happen!
Forbes Business Development Council is an invitation-only community for sales and business development managers. Am I eligible?
