Ethical AI ushers in the one-to-one future to the present

One-to-one marketing is driven by data and artificial intelligence, but being #EthicalByDesign ensures you nail compliance as well as marketing performance.  Clicksco’s Graham Morley and Al McLean have been sharing their insights.

 

According to PWC; AI could contribute $15.7tn to the global economy by 2030, but to hit that target tech businesses need to develop the right guiding principles to ensure that technology is ethically and legally compliant.  The recent announcement that the UK government will invest £300m in AI research follows its £75m injection into AI as part of the Autumn Budget; but how that money is spent will shape the success of the UK’s AI ambitions.

The potential of this technology to shift business strategy to a truly customer-centric model is huge, with marketers everywhere increasingly aware of the need for an AI-first approach.  With more data available and more effective technologies allowing us to make sense of it, we can deliver better customer experiences in a scalable, highly efficient way but this must be matched by delivering ethical application of the tech and responsible use of data.

Al Mclean: Take an #EthicalByDesign approach to AI

 

£9m of the latest funding from the UK government for AI will go towards a new Centre For Data Ethics & Innovation which with GDPR and calls for similarly strong data policies around the world, will see governance and transparency in AI welcomed with open arms by credible professionals and data scientists across the globe.

The House of Lords Select Committee on Artificial Intelligence suggested that an “AI code” covering five basic principles is created. It would explore and answer questions specifically around: ‘How does AI affect people in their everyday lives, and how is this likely to change?’ ‘What are the possible risks and implications of artificial intelligence? How can these be avoided?’ and ‘What are the ethical issues presented by the development and use of artificial intelligence?’.

I welcome the introduction of a Code that takes an ethical stance. With GDPR on the horizon, the validity of data has never been more important and, the resulting outcome has led my peers and I to focus on the concept of ‘Ethical by Design’ across all our tech. [Alistair McLean, head of data science and machine learning @Clicksco]

The underlying issue here, however, is trust and how anyone, in today’s age, can trust increasingly complex tech platforms. Determining principles at work that consumers can see, will ensure AI can be deemed more trustworthy.

While the work started by the Select Committee is on the right track and well-informed, their next steps in creating a code will be vital. Governance needs to include a set of understandable guiding principles and a credible process to ensure big tech adheres to them – all packaged in a way that doesn’t stifle innovation and creativity.

See the full article on InformationAge here.

Graham Morley: The one-to-one marketing future is here.

[PWC] research shows that 45% of total economic gains by 2030 will come from product enhancements, stimulating consumer demand. This is because AI will drive greater product variety, with increased personalisation, attractiveness and affordability over time. PWC

The best customer experiences (CX) are invisible. Graham Morley (Head of Product @ Clicksco) shared his insights into how everyone can provide invisible, seamless, personalised customer journeys when building online services:

  1. Having more information about a customer might mean less.  Using data science and machine learning to understand user behaviour can be used to enhance the CX but must be used within certain engagement parameters to ensure marketers only use the personalisations that an individual user responds to.
  2. Treat each customer experience as a conversation.  By considering niche interests and behaviours, the complete customer journey can be optimised through personalisation, from acquisition through to engagement and conversion; making it feel like a seamless conversation.
  3. Put your customer first. Go beyond conversion metrics with customer engagement metrics that enable us to understand in greater detail when the most loyal customers visit our properties and how to better serve them when they do.
  4. Rely on science, not assumption. AI enables us to test and validate everything we do to optimise each micro–interaction at scale.  For instance; if data indicates a user is planning a holiday, what else might the customer need and can we serve those needs with personalised content at the right time.  Using Carbon By Clicksco’s powerful AI-driven analytics, platforms, advertisers and publishers can view their complete audience profile from one platform, to discover the niche interests and behaviours of individual consumers and identify opportunities. Using our tech we’ve recorded CTR performance uplifts of over 200% when users have intent vs contextual.
  5. Be transparent. Now, more than ever, customers are aware that the services they use collect, utilise and share their data. Through policies like GDPR, data ownership lies more with the customer, meaning it’s more beneficial to be transparent with data and how it is used.

See the full article on MartechAdvisor here.

What we do know about the one-to-one future is that it is now and personalisation can go a long way to building solid customer relationships. By putting customers first and focusing on long-term value over short–term goal completion, implementing sensitive customer journey enhancements and being transparent and ethical about how customer data is used and managed, relationships can be built one customer at a time, at scale.