Great Data Means Great Responsibility
Establishing a Culture of Best Practices
Using AI and machine learning in data analytics has significant ethical
and legal implications. As AI capabilities grow, organizations can
Implementing an AI program is challenging,
predict and uncover personal information before it becomes public.
delicate, and time - consuming. O rganizations
This capability raises fundamental questions about who can access
must build an internal culture of compliance
that data and how it’s used.
with company policies and legal requirements
to succeed. The legal landscape surrounding
An incident involving Target’s predictive analytics is a perfect example
data usage is complex and rapidly evolving.
of retail marketing gone awry. The company sought to identify pregnant
customers early on to target them with marketing materials. Target
L aws like the General Data Protection
statisticians successfully developed a model that could predict
Regulation (GDPR) in the E U and the California
pregnancies based on shopping patterns before the news was publicly
Consumer Privacy Act (CCP A ) in the U. S . set
known. However, when a teenage girl’s pregnancy was revealed to her
strict data collection, usage, and protection
family through Target’s marketing materials, it caused significant
guidelines. The U. S . government also leans on
distress and controversy.
the Consumer Online Privacy Rights Act
(COPR A ) and the SAFE DATA Act to further
Another example includes the 2018 Cambridge Analytica scandal.
protect citizens’ privacy. Finally, U.S. Code §7216
It was eventually revealed that the company used 50 million Facebook
governs the disclosure and use of tax return
profiles to build political advertising models to sway potential voters.
information, which can be used in myriad ways
A manipulation that led Facebook’s parent company, Meta, to pay
to commit fraud and / or identity theft.
$725 million to settle the case.
While these cautionary examples made headlines, companies are
successfully using AI for good. Arguably, the best AI goes unnoticed.
A Blueprint for CMO Success in the High-Stakes AI Marketplace
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