Kimberly Afonso, CEO and Founder of The KA Consulting Group.
Many professionals involved in content production are using AI in some form. The number of AI-powered tools available to us is breathtaking, and for the most part, they have improved and accelerated our ability to create amazing content. But the rose isn’t without its thorns.
There are some key ethical aspects executives must be aware of when using AI to create content.
Deciding What Is True
Generative AI tools present information back to users based on the aggregate of the information it has collected from the internet. It isn’t thinking, but it is sharing previously published answers, ideas and thoughts. You have to decide if you believe the responses to be true and understand what potential bias the AI tool may have.
Let’s take Africa as an example. Much of what has been published about Africa was written by non-Africans and published for “Western” audiences. When you ask an AI about Africa, its views are influenced by these texts and not just by Africans living in Africa. This is not to say it is wrong, but the perspective is biased. The same bias is true in other areas where AI accesses information published without accurate levels of knowledge, understanding, experience or context.
The scary side of this is working out if AI can be trained to share misinformation by brute forcing volumes of data into AI engines. Similar to trying to dominate the first page of a search engine, some organizations may try to optimize and manipulate the information that AI accesses to produce its outputs.
Always cross-check information from AI tools with reputable, diverse sources to ensure accuracy and avoid bias. Stay informed and vigilant about the potential for AI manipulation to help safeguard against misinformation.
AI is fallible—it makes mistakes, it misrepresents, it repeats misinformation, and it’s up to you to understand this when you rely on AI.
Deciding Which Employees Lose
CEOs are starting to grapple with the impact of AI on their hiring policies. For the most part, AI tools and technology aren’t (yet) directly replacing the need for human employees, but they are enabling small skilled teams of humans to achieve the output levels of previously large teams.
According to Microsoft’s Work Trend Index, 71% of business leaders would rather hire an AI-skilled junior than a senior without AI skills. As CEOs embrace AI’s potential, they need to decide their workforce strategy and decide who will be most impacted by any changes.
Leaders who want to keep their teams while bringing AI into their operations need to take a thoughtful and hands-on approach. One strategy is to invest in training programs that help employees build AI-related skills. Creating hybrid roles that blend human expertise with AI tools can also boost productivity while keeping the team intact.
Similarly, reshaping job roles to focus on tasks that rely on human strengths like creativity, emotional intelligence and problem-solving can help employees view AI as a helpful tool rather than a threat.
Deciding To Let AI Speak For You
A common ethical consideration for CEOs is whether to allow an AI tool to “speak for you.” There is a strong temptation to use AI to create quick content, but I’ve found the risks outweigh the benefits.
It is not acceptable for a C-suite executive to sound generic; you must have a strong, authentic voice across all channels. You wouldn’t allow AI to conduct an interview on your behalf and shouldn’t allow AI to speak for you on any platform.
Creating smart and engaging content requires care and time, and the right content strategy. Authenticity of voice, clarity of opinion and strength of character are all critical requirements for any content from a CEO, especially content presented as the voice of the CEO. AI is amazing at many things, but it can’t meet these requirements. If a reader loses trust in the authenticity of a CEO’s content, they often lose trust in other aspects of the business.
It’s important to strike a balance between leveraging AI’s capabilities and preserving your unique voice. While AI can assist in brainstorming ideas or organizing content, the final message should always reflect your personal insights, tone and values. A good tip is to use AI as a supporting tool rather than a replacement and to let it handle repetitive or time-consuming tasks, like compiling research or creating drafts, but ensure that you add the human touch.
If you don’t have time to meet the content requirements, you may want to outsource it to a partner that specializes in CEO-level content instead of outsourcing to an AI. (Disclosure: My company helps with this, as do others.)
Deciding What Is Private And Secure
What you share with the machine belongs to the machine. There’s a very good chance your business holds volumes of private and confidential information related to both the business itself and your customers. What happens when an employee shares some of that information with AI? Well, if it’s a public AI tool, that information could become public. The platform may be able to use that information to inform its outputs for other users.
There is both a real and ethical question around what you can and can’t, should and shouldn’t share with AI tools. The more you share, the better the results, but the higher the risk.
Like everything else, executives need to know what employees are already sharing and educate them on what not to share. Ideally, you have an AI lead who can build private AI tools that don’t contribute your private and confidential information back to the collective of available public knowledge.
To overcome challenges when working with AI, start by defining clear goals and a shared vision for its use. Select a tool that aligns with your values and has a proven track record of delivering results. Additionally, set clear expectations for how AI will be integrated into your processes, and regularly evaluate its performance to ensure continued alignment.
Generative AI is now firmly part of our lives, and it will continue to improve over time. It is an incredible tool, but it will always require conscious consideration in its use. Any business leader using AI in their content must be aware of the ethical considerations—and the risks of getting it wrong.
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