Expert Highlights Role of Marketing Professionals, Media in Championing Responsible AI Practices
The Founder/Head of Communications and Strategy at Carpe Diem Solutions, Edward Israel-Ayide has urged marketing and media professionals to ensure that Artificial Intelligence (AI) driven initiatives align with ethical standards and consumer expectations inorder to build a long-term relationship that is based on integrity and trust.
He disclosed this at the workshop organized by the Brand Journalists Association of Nigeria (BJAN) to commemorate the annual World Consumer Rights Day where he delivered the keynote address on the theme “Fair and Responsible AI for consumers”
He explained that brands that will succeed in this new era will be those that place consumers at the heart of their AI strategies and are fair about it. This, he pointed will strengthen brand-consumer relationship.
He therefore urged marketing professionals, media practitioners, and journalists to advocate for transparency, fairness, and accountability in AI deployment.
“Marketing professionals and the media play a crucial role in championing responsible AI practices by ensuring that AI-driven initiatives align with ethical standards and consumer expectations. They can also advocate for transparency, fairness, and accountability in AI deployment, guiding decision-making processes to prioritise consumer trust and privacy.
“By leveraging their expertise and through effective communication and collaboration with the private sector and government, they can facilitate the implementation of responsible AI practices, helping to foster long-term relationships with consumers and the public based on integrity and trust, ” he said.
He also tasked journalists to embark on continuous consumer education on AI practices and guide them on how to spot negative uses.
In addition, he urged regulatory bodies to develop ethical AI guidelines and best practice to protect the consumers..
According to him, “Comprehensive consumer education is essential. By dispelling misconceptions, demystifying the complexities of AI, and providing accessible information, we can empower consumers with the knowledge to navigate this evolving technological landscape.
“True progress also demands robust collaboration. Industry stakeholders must engage with regulatory bodies like NITDA and consumer advocacy groups to develop ethical AI guidelines and best practices. Proactive collaboration will balance technological innovation with a steadfast focus on consumer protection.”
The workshop held at the Heineken hall, Nigeria Breweries Plc, Abebe Village Road, Iganmu Lagos, was supported by brewery giant, Nigerian Breweries, Nestle Nigeria, Ritefoods and Chain Reaction, one of the leading PR firm.
The World Consumer Rights Day is celebrated globally every March 15 to draw attention to the rights of the consumers and to raise awareness about consumer rights and empower individuals with knowledge and resources to make informed decisions in the marketplace.