8 Questions that should worry you

These questions won't get discussed enough in Cannes

The last two weeks have been a frenzy of activity for me between keynoting Admerica, the American Advertising Federation Annual Conference in Salt Lake City, co-hosting the AI Trailblazers Summit in New York, doing intense book edits and now landing in the South of France for the Cannes Lions International Festival of Creativity. But it’s also been a frenzy of activity on the AI front, here are some of those highlights and then the questions that continue to bother me.

• Apple announced AI Intelligence at its annual Worldwide Developer Conference. Having followed the keynotes for years, it was clear that Apple felt pressure to talk AI. Despite leaks, two points stood out: AI features are only for the newest phones (only 10% of those in use today), reminding us that Apple’s business is still all about driving iPhone upgrades, and the more interesting features won't launch until next year, indicating they're not ready. While some view these announcements as a huge move towards AI consumerization, most of the world can't afford a new $1,000 iPhone every few years. It will be years before these features see mass adoption.

  

  Midjourney Prompt: Apple Intelligence and AI

• Meta has appointed a four-man advisory group to guide its AI strategy, comprising exclusively White men, sparking completely justified criticism for its lack of diversity. The council, including leaders from Stripe, GitHub, Shopify, and Microsoft, will provide strategic advice. This decision comes as Meta plans to invest heavily in AI development, but the lack of representation highlights ongoing concerns about inclusivity and potential biases in AI systems. Come on, Meta, we know you can do better. Learn from OpenAI’s mistakes.

• CMOs are experiencing benefits from generative AI, mainly in content creation and trend analysis, according to a Boston Consulting Group survey. While 80% report improved automation and productivity, scaling these successes remains challenging. Many CMOs are concerned about AI’s impact on creativity and brand voice, and only a small percentage have expanded AI personalization efforts. CMOs need to shift their focus from automation to innovation to fully leverage AI’s potential. I agree; it’s time to be more ambitious, as benefits compound over time.

• Italian chef Massimo Bottura views AI as a tool to amplify human creativity, which is a major way we can all utilize AI. We should use AI to tackle our most difficult marketing activities, giving us superhuman abilities by freeing up time and pushing the boundaries of our imagination. However, whether we will embrace this remains uncertain. I don't have much hope to be impressed while at Cannes. Watch the full interview with Reid Hoffman on the future of food, creativity and technology for inspiration.

• OpenAI has appointed former NSA head Paul M. Nakasone to its board. He will join the Safety and Security Committee to enhance AI-driven cybersecurity. Board Chair Bret Taylor highlighted Nakasone's experience will help ensure AI benefits humanity. The board now includes Nakasone, Sam Altman, Adam D’Angelo, Larry Summers, Bret Taylor, Dr. Sue Desmond-Hellmann, Nicole Seligman, and Fidji Simo. Despite past governance issues, these recent appointments are steps in the right direction.

8 Questions that you should worry about

The questions below may seem old, tired, or someone else's problem, and we might prefer it that way. However, if we had collectively focused on seemingly boring questions like these over the last decade, we might have avoided the misinformation pandemic and its corrosive effects on democracy. Please keep these issues front and center in all your marketing and business conversations. We all share this responsibility.

1. Bias and Fairness:

How can we ensure AI systems are free from bias and provide fair treatment to all individuals, regardless of race, gender, or socioeconomic status?

• Addressing Bias in Data: Develop diverse and representative datasets to train AI systems, ensuring they reflect the diversity of the population.

• Algorithmic Audits: Regularly audit algorithms for biases and discriminatory outcomes, and adjust them as necessary.

• Inclusive Design: Involve diverse teams in AI development to ensure different perspectives are considered. Audit the results to fight bias and prejudice.

• Regulation and Standards: Implement regulations and standards that mandate fairness and non-discrimination in AI systems.

2. Privacy and Surveillance:

How can we protect individual privacy in the age of AI, where vast amounts of personal data are collected and analyzed?

• Data Minimization: Collect only the data necessary for specific purposes and limit its use. Data maybe the new oil but it’s also dangerous.

• Strong Encryption: Use robust encryption methods to protect personal data from unauthorized access. Ask your IT team about this.

• Transparency in Data Use: Clearly inform individuals about how their data is being used and give them control over their data.

• Legislation and Policies: Enforce laws and policies that protect individual privacy and restrict surveillance activities.

3. Transparency and Accountability:

How do we ensure AI systems are transparent and that their decision-making processes can be understood and scrutinized?

• Explainable AI: Develop AI models that provide clear explanations for their decisions. This is hard to do but worth pushing on.

• Open Access: Share AI algorithms and data publicly to allow for external review and validation. Few do this but you can lead from the front.

• Documentation and Reporting: Maintain detailed documentation of AI development processes and decision-making criteria.

• Independent Oversight: Establish independent bodies to oversee and audit AI systems for transparency and accountability.

4. Autonomy and Control:

What level of control should humans retain over AI systems, and how do we ensure humans can intervene when necessary?

• Human-in-the-Loop Systems: Design AI systems that allow for human oversight and intervention in critical decisions.

• Control Mechanisms: Implement mechanisms that enable humans to easily override AI decisions when necessary.

• Ethical Guidelines: Develop ethical guidelines to determine when human control is required. Tie these in with corporate policies too.

• Continuous Monitoring: Continuously monitor AI systems to ensure they operate within acceptable parameters.

5. Job Displacement and Economic Impact:

How can we mitigate the negative economic impacts of AI, particularly in terms of job displacement and inequality?

• Retraining Programs: Invest in retraining and upskilling programs to help workers transition to new roles. Begin with your own team.

• Economic Policies: Implement policies such as universal basic income or job guarantee programs to support displaced workers.

• Encouraging Innovation: Promote innovation and the creation of new job opportunities in your company that leverage AI technologies.

• Collaborative Efforts: Foster collaboration between government, industry, and educational institutions to address workforce challenges.

6. Moral and Ethical Decision-Making:

Can AI systems be trusted to make moral and ethical decisions, especially in areas such as healthcare and criminal justice?

• Ethical AI Frameworks: Develop frameworks for ethical AI that guide the development and deployment of AI systems.

• Value Alignment: Ensure AI systems are aligned with human values and ethical principles. Sometimes all it takes is common sense to get this right.

• Multidisciplinary Input: Involve ethicists, legal experts, and social scientists in the development of AI systems. Promote these conversations in your business.

• Regular Evaluation: Regularly evaluate AI systems for ethical compliance and adjust them as necessary.

7. Safety and Security:

How do we ensure that AI systems are safe and secure, and that they cannot be maliciously exploited?

• Robust Security Measures: Implement robust security measures to protect AI systems from cyber-attacks.

• Vulnerability Assessments: Conduct regular assessments to identify and address vulnerabilities in AI systems.

• Safety Protocols: Develop and enforce safety protocols for the deployment and operation of AI systems.

• Collaboration and Sharing: Encourage collaboration and sharing of best practices among AI developers and stakeholders.

8. Human Dignity and Rights:

How can we ensure that AI respects human dignity and rights, and does not infringe upon individual freedoms?

• Human-Centric Design: Design AI systems that prioritize human dignity and respect individual rights. Put people first.

• Rights-Based Approach: Adopt a rights-based approach to AI development and deployment, ensuring AI systems do not violate human rights.

• Public Engagement: Engage with the public to understand their concerns and incorporate their feedback into AI development.

• Regulatory Frameworks: Implement regulatory frameworks that protect human dignity and rights in the context of AI.

What comes next

I’m here in Cannes for the Cannes Lions International Festival of Creativity. I have two intensely packed days ahead filled with meetings, dinners and panels before I travel again. I’ll share more on the festival in a future newsletter.

Where I’ve been

Below are a few photographs from Admerica, the American Advertising Federation's Annual Conference, where I delivered the keynote to the 500 members attending. Last year, Dr. Marcus Collins was the keynote, and it was an honor to follow him. I spoke on “Preparing for the AI Era: What It Means for Humanity and Yourself.” Steve Pacheco, Helen Lin, Jack Bamberger, and Jacki Kelley are all doing a phenomenal job running the organization. You want to be a part of it. Thank you for the invitation to speak and share my view on our responsibilities in the AI Era.

With friends at the American Advertising Federation Annual Conference

What I’m reading

• Apple Intelligence: every new AI feature  (The Verge)

• Marketers Debate AI's Creative Potential (The Drum) 

• How top brands are saving time and money with GenAI (DigiDay) 

• MSFT Turns Off Default Recall Amid Privacy Backlash (The Information) 

• Welcome to the Era of the A.I. Smartphone (NY Times) 

• Meta says European regulators are ruining its AI bot (The Verge) 

Recent Savvy AI Articles

• The Future of Search (May 2024)

• AI Myths vs. Reality: What You Need to Know (May 2024)

• Smart Leadership for AI Adoption (April 2024)

• How serious are you about AI? (March 2024)

• From Moon Landings to Creative Renaissances (February 2024)

What I’m writing about this week

I'm in the process of writing my third book, Marketing with AI for Dummies. I’m deep in author reviews now. The end is in sight!The book is available for pre-order on Amazon. Please purchase your copy today.