Reframing AI Ethics
Striking the balance between AI innovation and ethics in marketing.
Will AI replace humans? A question that has been heavily discussed over recent years. Rather than dwelling on the debate, our PR Director for North America, Raven Carpenter, is exploring how as marketing professionals we can embrace AI, while keeping our moral code and ethical practices intact, following her recent visit to The Drum’s B2B World Fest in Chicago. Take it away, Raven.
AI has easily become one of the most prolific buzzwords in recent history. With the rise of generative AI tools such as ChatGPT, Google Gemini and Microsoft Copilot just to name a few, the ways people work across nearly every industry has been changed for good. And while the debate rages on about whether AI can “replace” humans, it’s clear that in order to get ahead, we need to become excellent at navigating this rapidly evolving technology.
For marketers, this means not only learning how to use AI in our day-to-day work, but also, how to ensure we’re employing ethical practices and critical thinking in how we leverage AI. I recently had the privilege of attending The Drum’s B2B World Fest in Chicago, where I gathered with other marketing leaders to learn more about trends impacting the B2B marketing space.
Unsurprisingly, AI was a hot topic of conversation as the thought leaders presenting at B2B World Fest discussed how we can best use AI, what we need to keep in mind while using AI, and what AI means for the future of our business.
There are many questions that are still left unanswered and practices that are likely to change in the years ahead, but here are a few of my key takeaways on how marketers can ethically get the most out of AI at this time:
1. Leverage AI to level-up human relationships
Human-first communications should never go out of style. That said, AI can be a useful tool for managing the proverbial Rolodex by organizing contacts and keeping a pulse on events happening in their lives.
For example, used with transparency and privacy compliance, AI tools can be helpful for managing contacts by analyzing communications patterns and suggesting the best time to reach out; automating interactions by sharing additional resources based on recent engagements; and tracking significant events in your contacts’ lives such as job changes and company news, prompting you to reach out with personalized messages.
In the interest of maintaining ethical practices, it’s recommended that marketers are clear and transparent in how they’re using AI to manage their contacts and are intentional about security measures to protect data privacy. It is also strongly advisable for marketers to balance automated and human interactions. While AI can be helpful with managing information and suggestions for conversation starters, personal touchpoints should always maintain irreplaceable authentic and empathetic human engagement.
2. Forecast marketing and sales trends with AI to improve ROI
AI levels the playing field in a whole new way by allowing marketers to easily predict marketing trends and forecast sales cycles. Having predictive analytics allows marketers to become more proactive rather than reactive in their strategies.
Machine learning, for example, can analyze historical data and predict future trends, helping marketing teams allocate resources more effectively and set realistic targets. Additionally, AI can be used to analyze vast amounts of market data to identify emerging trends, giving marketers the ability to stay ahead of the curve.
While AI can support marketers, it should be used judiciously to maintain integrity. Ensuring data sets are unbiased and accurate is essential for reliable predictions. Further, humans should still sit in the driver seat on all projects leveraging AI forecasting as the primary decision makers. Nothing beats human emotional and contextual intellect!
3. Enhance data sets through strategic AI solutions
AI can enhance data sets by identifying patterns and insights that humans might not catch through manual analysis. Marketers can leverage tools to enrich existing data sets by adding synthetic data to help them gain a clearer picture of potential leads and customers. For example, AI can analyze audience engagement to identify what’s working well in addition to areas for improvement.
Marketers can maintain ethics by protecting client and proprietary information through the use of encryption and other security measures, and by ensuring compliance with data protection regulations, such as GDPR and CCPA.
Maintaining ethics in AI practices isn’t a want, but a need for marketers. While government regulations of AI continue to lag, marketers will need to ensure they are fully aware of how to use this new technology in a way that minimizes negative impact toward their clients and prospects. During The Drum’s B2B World Fest event, I learned that many marketing teams are even beginning to assemble their own AI compliance teams to develop frameworks around AI best practices to protect proprietary information, client and agency privacy, and ensure AI is used consistently by all employees.
A quote that stuck with me after leaving the event was, “the onus of AI is on us.” This is something I encourage every marketer to keep in mind as we lean on AI-driven advancements to enhance campaigns and relationships. New technology always comes with new ethical standards, and AI is no exception.