Human-Centric AI vs Customer-Centric AI
Customer-Centric AI: the Major Paradigm Shift in AI Governance (Part 5)
After I’ve discussed:
WHY to be a customer-centric AI company (part1),
HOW to be a customer-centric AI company (part 2) and,
WHAT actions to take to be a customer-centric AI company (part 3),
Why customer-centric AI is a major paradigm shift in AI Governance (part 4),
Today I’ll discuss:
Human-Centric AI vs Customer-Centric AI in the Business Context (part 5)
Read all the previous parts here:
We all know the United Nations 17 Sustainable Development Goals (SDGs). But did you know that they were intentionally designed to be aspirational and idealistic, with the understanding that achieving all 17 goals by 2030 would be extremely challenging or near impossible? This approach has received a lot of criticism: the Economist called the SDGs “worse than useless,” Foreign Policy calls them “unactionable, unquantifiable targets” and another commentator described them as “a high-school wish list on how to save the world.”
For instance, SDG 2 (“zero hunger”) aspires to "End hunger, achieve food security and improved nutrition, and promote sustainable agriculture" by 2030. While the notion of completely eradicating hunger within such a narrow timeframe borders on the fantastical, the UN sought to set the loftiest possible goals to galvanize action and drive significant advancements in reducing global hunger and malnutrition. This aspirational target-setting is designed to marshal resources, ignite political will, and stimulate innovative solutions from a spectrum of actors, including governments, NGOs, and the private sector. One can argue that even if these specific benchmarks remain elusive, the SDGs provided a unified vision and strategic framework for nations to prioritize sustainable development and advance key areas such as poverty, hunger, health, education, gender equality, and climate action.
This utopian approach might be fitting (is it though?) for a global humanitarian intergovernmental organization, but can it translate effectively to the business world?
I’m afraid, that when human-centric AI narratives are pushed onto companies, it often mirrors the challenges seen with overly ambitious sustainability goals.
Human-Centered AI (HCAI) is an emerging discipline intent on creating AI systems that amplify and augment rather than displace human abilities. HCAI seeks to preserve human control in a way that ensures artificial intelligence meets our needs while also operating transparently, delivering equitable outcomes, and respecting privacy. - IBM
Considering IBM’s definition—amplifying and augmenting human abilities, meeting human needs, delivering equitable outcomes—these are grand ambitions but they collectively suggest businesses are expected to tackle complex societal issues and ensure that AI benefits humanity as a whole. This too, reads more like a high school wish list on how to save the world. The same applies to other concepts such as ‘Responsible AI’ and ‘Trustworthy AI’ offering no specifics for whom and to whom are they aimed at.
Once again, declaring ideals are alright but picturing them as a framework or a target is misguided. Such utopian targets discourage companies from taking any meaningful steps toward AI Governance at all. Targets and goals have to be attainable, practical, actionable, and assessable for businesses.
In contrast, the concept of 'Customer-centric AI' offers a more defined focal point—your customer. This approach provides a pragmatic and concentrated roadmap, underscoring the significance of products, customers, and every interaction related to them.
Zeroing in on customer needs and experiences allows you to roll out AI strategies that are not only practical but also actionable with real-world impact. Customer-centric AI shifts the narrative from lofty, unattainable ideals to tangible, measurable outcomes. It emphasizes creating value through personalized experiences, enhancing customer satisfaction, and building long-term loyalty. This makes ethical considerations and even compliance natural processes rather than burdensome tasks - it is in the business’s best interest, in terms of customer-centricity, to align with customers’ values and respect their fundamental rights.
Instead of being overwhelmed by the grandiosity of solving global issues, businesses can make meaningful progress by addressing specific customer needs. This targeted approach encourages innovation and continuous improvement, ensuring that AI development is both responsible and beneficial in real-world applications.
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I need to make three disclaimers here:
First, I hold no animosity toward 'human-centric AI' and its grand ideals just like I have nothing against ‘zero hunger’. In fact, I believe that challenging ourselves and aiming high is how humanity has reached its greatest heights. However, when ideals are misguided and misplaced, they can hinder action. We need to be very clear about where we target each concept. We should not expect businesses to ‘save the world’ or address broader societal problems.
This leads us to a second disclaimer: However, we should expect governments to protect their citizens and aim at building better living conditions. While businesses take care of their customers, governments and intergovernmental organizations take responsibility for broader societal policies, protecting human-centric ideals. And collaboration between these private and public entities will produce the best tangible results: each side knows its role, takes responsibility and collaborates with one another towards one greatest ideal - to advance humanity.
Third, I firmly believe that customer-centricity is the most effective approach to kickstart AI development and adoption. Yet, as humans evolve and societies transform over the coming decades and centuries, this approach might not fully address human needs. Businesses will eventually need to embrace more holistic, big-picture, and idealistic strategies. For now, though, we need to remain focused and start somewhere tangible.
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In conclusion, if you are an AI company, think thoroughly about what is truly best for your business, product, and customers. If you achieve this with the utmost care, you have fulfilled your primary responsibilities. Everything else is additional and falls under your Corporate Social Responsibility (CSR) strategy, PR strategy, or bigger futuristic ambitions.
Stay tuned for part 6 where I explain ‘What it means to be a customer-centric AI company.”
Ana Chubinidze is the founder/CEO of AdalanAI, building a novel approach to AI Governance.
email: ana.chubinidze@adalanai.com