New Ideas in Marketing
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Human instincts can train AI algorithms to make ethical use of consumer data.

Given that AI is not capable of interpreting cultural nuances and emotional dynamics or human elements necessary in decision-making, an enhanced training guideline needs to be developed to train talent. This training must allow them to blend technology and changing computer dynamics with human instinct, legal and ethical guidelines.

With big data and AI collecting more personal data, it is leading to greater moral and ethical risks. As machine algorithms can misinterpret, manipulate or misuse data, companies need to bring humans back into the leading role.

The author contends that human touchpoints and perspectives are essential for brands to make real and accurate decisions. And so, businesses must avoid the temptation of assigning too many tasks to machines.

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[3 minute read]

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