Towards ethical, responsible and impactful use of ai in market research and data science - A Practitioner’s Perspective

Welcome to a new era of Market Research and Data Science where ethics and responsibility meet innovation. As AI capabilities, particularly Generative AI (GenAI), continue to expand, so does our responsibility to harness these powerful tools wisely. The recent surge in AI applications has brought unprecedented efficiency but also challenges that demand our attention. Imagine the impact of a powerful tool used without proper oversight—it can lead to significant financial losses and misguided business decisions.

Our commitment to ethical AI begins with ensuring transparency and integrity in data sourcing. We advocate for responsible AI use, emphasizing domain-specific training to enhance accuracy and relevance. For instance, using consumer data from one region to predict outcomes in another without appropriate contextual adaptation often leads to errors. Thus, training AI models with locally relevant data is crucial.

We also emphasize the importance of human expertise. AI provides answers, but humans must question these answers to ensure AI outputs are accurate and unbiased. Our framework for responsible AI includes confidentiality, human oversight, domain expertise, and grounding in fresh datasets.

Join us in embracing a balanced approach to AI—one that ensures impactful, ethical, and responsible use, transforming how we conduct market research and data science for the better.

The article was also published in Campaign India: Towards ethical and responsible use of AI | Marketing | Campaign India