TRENDS
stand back, look at what you’re delivering, and
determine whether it’s leading to the right
result,” she says.
She also urges companies to consider just
how much data they really need to collect to
be effective. “You don’t need as much data
“Data in general is a very abstract topic,”
she asserts. “People cannot convert technical
terms and written words into examples that
they can then make judgments on. When
disclosing to consumers, companies need to
be specific in their examples.” She proposes
“You don’t need as much data as people think you need
to be valuable in the AI space. We have a responsibility not
to collect as much data as possible, but to collect as little data
as possible to drive good results.”
—Lisa Spelman, VP and GM, Intel Xeon Processors and Data Center Marketing
as people think you need to be valuable in
the AI space. We have a responsibility not
to collect as much data as possible, but to
collect as little data as possible to drive good
results.”
A TRUST ISSUE
Still, if a primary ethical concern is how businesses
use data, another equally important
issue is how to disclose data usage to customers
beyond pages of legal jargon followed by a
consent checkbox.
While a truly ethical lens goes beyond
regulatory compliance, initiatives like the EU’s
General Data Protection Regulation (GDPR)
loom large. Similar, imminent legislation in the
United States may provide extra incentive for
companies to proactively develop appropriate
ethical standards and communications.
Daryl Crockett, CEO of ValidDatum, a data
consulting company, points out that although
consumer outrage around data misuse has
gained traction, many people still have no idea
the extent to which companies collect and use
their information.
visuals like pictures or animations as a way to
ensure company messages sink in.
Blackman concurs that transparency is
crucial, pointing out that the proliferation of
technologies like location-tracking, biometrics,
and chatbots make clear messaging even more
paramount. “Companies may say, ‘Oh, we’re
just collecting your metadata.’ But number one,
you can do some powerful things with metadata,
and number two, the average consumer
doesn’t have a clue what metadata means,”
says Blackman. “It’s hard to consent to something
when you don’t even know what it is.”
Ultimately, Blackman believes that his uptick
in clients is a sign that more companies are
turning introspective, considering the ethics
of their products, services, and related data.
A primary motivator for these businesses, he
notes, is building and maintaining public trust.
“Millennials in particular want to purchase
from ethically upright businesses, and they
want to work for them as well,” he says.
“People of all ages are raising concerns and
spreading them in a way that we haven’t seen
before.” ■
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