The future of AI: Is your business ready to lead responsibly?

Fast Company

11 hours ago

The future of AI holds much promise, but it also comes with dangers. As with any invention, the power of whether it becomes beneficial or a detriment depends mostly on who controls it.
At Rank Secure, we have delved into AI wholeheartedly because our clients depend on us to remain on the cutting edge of marketing. Last year was trial and error until search engines started setting more rules and guidelines.
THE GOOD
We are just starting to explore the capability of AI, even though it feels like it has pushed society a lightyear into the future. Its use and capabilities remain at the baseline, with scientists and developers continuing to push the limits.
AI is currently being used by most people to do routine tasks. Mundane tasks require objective, analytical thought. The next step is to allow AI to do tasks that require conscious thought, known as artificial general intelligence (AGI).
AGI will have the ability to grasp data and information from a variety of sources, rather than just print. This multimodal version understands information derived from text, pictures, audio, video, graphics, and other sources.
Multimodal versions will be able to understand someone's tone and facial expressions. AGI will be able to continue learning by teaching itself and learning from its experiences.
AGI has much potential. The first phase is to be able to analyze data gathered from all sources. Eventually, we will need to include multimodal into websites. I am not ready to go there yet at my company because I feel more research and guidelines for proper use are needed.
AI'S FUTURE USE
The focus on AI or AGI usability centers around common-good systems like medicine and education. My company supports these sectors, as well as industries like e-commerce and service businesses, giving us a first look at trends, emerging tech, and new ways to use it.
The key element transcending both common-good industries and consumer industries is personalization. Data is highly personalized, and allowing AI and AGI will pinpoint needs even further than they do today.
AI can be used to tailor a student's learning to suit their unique needs, and it already plays a supportive role in diagnosis and treatment planning in medicine. It will likely play a larger role over the next few decades in predicting outcomes.
So what does that have to do with my company? As a support partner for dental practices and educational providers, we need to implement personalization into their websites and create a user experience that feels like a real human interaction.
THE BAD
AI advancement comes with ethical and moral questions, as well as potential logistical and security issues.
While AI and AGI may become more human-like, they'll always lack what makes us truly human—a soul. AI doesn't have an internal moral compass. And since it's created by human programmers, it carries human biases. These biases show up in what AI leaves out, and they can affect the decisions it makes.
AI could even prompt decisions that prioritize societal outcomes over individual needs—for example, denying treatment to a senior citizen with cancer.
So the question becomes: Can humans override AI when its decisions are bad or immoral? Right now, we don't have clear standards in place to guide ethical AI use.
That's why business leaders should set boundaries for the ethical use of AI and other new tech. My own principles come down to three questions: Does it offer truth? Does it protect privacy? And does it ensure no one is exploited?
A few guidelines we follow include:
Be clear about any sign-ups to use specialized tech offered on the website. If it's free, it's free—no hidden subscriptions or surprise credit card authorizations in the fine print.
Keep user data private. We don't sell the data we collect.
Keep all data secure.
Clearly distinguish AI-generated content from real people or sources. This is important when it comes to marketing.
Never use AI-generated images of brands or celebrities without permission.
AI DOUBLES THE REWARD—AND THE RISK
AI can have a positive contribution to society, but risk still exists.
We already have some experience with constant technology—for example, cameras on public street corners in many cities that aid police—yet, surveillance also invades privacy.
Self-driving vehicles can cut down on DUIs, but they can also be hacked. AI can also expand access to mental health support, but it can't offer real companionship like humans can. We may become more efficient, but we risk losing treasures like community, family, and human connection.
In the end, intent determines whether new tech like AI and AGI is beneficial or exploitative. It's a morally neutral tool—how we use it is what matters. At my company, our intent is to help clients make good contributions to their communities through their products and services. Others may use the same tools in more exploitative ways just to make a sale.
LOOKING AHEAD
Gen Z and Gen Alpha are best positioned to fully realize the potential of AI and AGI. They're growing up with it, and they won't carry the same fears or hesitations as older generations. These generations will ultimately shape how far AI goes and whether it's used for good or for bad. Their moral compass will define its limits.
It's time for business leaders to consider paths forward using AI and AGI. Consider including a separate mission statement for using new tech in your company's founding principles and outlining policies that support that mission. Doing so will help guide you in the future through ever-growing changes and present a path for younger generations to follow.