ENTERPRISE IT
CX point of view , the information inputted into AI systems can be regurgitated back out , which poses a threat to accurate measurement and customer information ,” Arlia adds . “ Therefore , to mitigate privacy concerns , brands need to train their AI models with strict guidelines , feeding them with data that is legally obtained and compliant with GDPR laws .”
The need to maintain trust and transparency As Boere describes , any organisation engaging in AI should have clear policies to ensure its implementation is ethical . “ For example , businesses must have diverse teams to avoid transferring human bias into the technical design of AI – as the AI is driven by human input .
“ Companies should also refrain from using outdated data because these algorithms will only amplify past patterns and not design new ones for the future . For example , this was highlighted by the OpenAI DALL-E 2 model , which , when asked to paint pictures of startup CEOs , all were male .
“ As with all new technologies , responsibility must be at the forefront when implementing AI models ,” he adds . “ Trust is the key to making it work for both staff and customers . AI models must run without bias to treat consumers and employees fairly , and safeguarding customers ’ personal information and complying with all legal and regulatory environments must be prioritised .”
When it comes to utilising generative AI for CX purposes , the call to action is clear – leverage this technology but do so responsibly . “ It ’ s easy to get caught up in the capabilities of generative AI , but it ’ s important to stress that this technology isn ’ t a people replacer ,” Arlia concludes . “ Instead , it ’ s a people enhancer . At the same time , AI tools like ChatGPT can ’ t thrive without being fed reliable and factual data sets from , you guessed it , humans .
“ For now , I think it ’ s safe to say a robot takeover is still a fictional fantasy . However , the brands and CX teams that lean into emerging AI technologies will ultimately reap the most radical benefits .”
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