Artificial Intelligence: Today’s Wild Wild West

By Shelley Polansky, President/CEO 

Hearken back to the late 1990s. A new technology was emerging – one that would eventually change the way we communicate, shop, and conduct business. Everyone was talking about the internet, but no one really knew what to do with it. There were no rules or standards for creating and using websites. We saw a dot-com bubble and then experienced a crash. But as the internet became more ubiquitous, things settled down, people grew more comfortable, and we learned how the internet and ethics could live together in harmony. 

History seemingly has a way of repeating itself. Earlier this year, everyone started talking about another new technology, and once again, no one knows what to do with it. Some people are worried about its power. Others are enthralled with its possibility. Everyone is convinced that this is just the beginning; artificial intelligence (AI) isn’t going away. Welcome to the new wild wild west.

The AI journey begins

Often, people start experimenting with AI in their personal lives. We start small, asking tools like ChatGPT to plan a menu, suggest a workout routine, or explain the best way to remove a stain on our carpet. Maybe we grow from there and download AI image recognition software to help identify that insect in the garden. Or we ask for help crafting that really hard-to-write card or email. That’s where AI can start to pose some issues, especially as it starts to bleed over into our professional lives. 

You can use AI to get ideas, but especially when it comes to communication, those ideas need to come from your voice. You want to make sure that what you’re saying is authentic to who you – or your brand – is. Otherwise people will see through it and question your motives or even your integrity. 

As you consider incorporating AI tools into your business, you need to establish guidelines and policies. Doing so will ensure that your AI usage is ethical and respectful of individuals, society, and intellectual property – and thus continue to foster the trust you’ve established with your customers, employees, and communities. 

Applying AI to business

Many small businesses are using AI to help automate tasks and streamline operations, specifically in the areas of marketing, customer service, accounting, data collection and insights generation, and cybersecurity. 

As with any new technology, it’s best to experiment with low-risk, low-costs projects. Look for ways that you can use AI to generate money for your business or that will free you or your employees to focus on more strategic tasks. Then once you’ve seen success, expand to bigger initiatives. 

Remember that AI is ever-evolving. You’ll want to stay abreast of changes, trends, and unfortunately, any scams, so you can make sure that you’re doing what’s right for your business and its stakeholders. 

Using AI in an ethical way

AI is just one of the many ways that business will change enormously over the next decade, but values will continue to matter. Better Business Bureau is starting to build frameworks by which you can make sure you’re using AI wisely and adhering to ethical business practices. To instill trust with customers, employees, and communities, keep these five guidelines in mind as you consider the role AI will play in your business. 

  1. Communicate clearly and transparently about how AI is used in any business interactions, what data is used and collected, and the rationale behind any AI-driven decisions. 
  2. Ensure that AI systems are used responsibly and ethically. Individuals and teams who are responsible for developing, deploying, using, and monitoring AI technologies should have clear responsibilities and be held accountable to company policies. 
  3. Respect intellectual property, including copyrighted content, patents, and trade secrets. Make sure that AI systems properly cite and source IP, and legally review AI operations to avoid any infringements. 
  4. Use caution when using AI chatbots. Any information you share with tools like ChatGPT is retained and used to train the model. Educate employees and implement policies to ensure compliance with privacy standards and prevent disclosure of confidential and sensitive information, including financial information, customer and employee data, product designs, and marketing strategies. 
  5. Align AI use with your business’s social responsibility goals. Make sure that AI will add value to the business, but more importantly, reflects your organization’s environmental, economic, and societal goals.

For 40 years, BBB Serving Northern Colorado and Wyoming has been the resource communities across Wyoming, and the Colorado front range turn to for fostering trust between consumers and businesses. In the late 1990s, we helped people navigate the adoption of the internet in an ethical and honest manner; today, we’re here to provide support, guidelines, and tips as businesses and consumers start to harness the possibilities of AI. 

Shelley Polansky is president/CEO of BBB Serving Northern Colorado and Wyoming.