Use of data, the challenge of artificial intelligence

Under the impulse of continuing to digitally transform companies in the country, the iartificial intelligence (AI) it will continue to play a leading role in 2023.

According to data from the Statista firm, the AI It is one of the technological areas with the greatest economic projection in the short and medium term.

(See: Artificial intelligence: what have been your challenges?).

“So much so that its market value could exceed the barrier of US$300,000 million by 2025”, they affirm.

Faced with this growing adoption and its projectionsthe multinational technology company Zoho has pointed out three challenges that organizations must face to apply the artificial intelligence in their processes.

One of the main challenges that stand out revolves around data privacy, since “AI adoption is raising concerns about data being used without user permission”.

(See: ‘Artificial intelligence’, the word of 2022, according to FundéuRAE).

Raju Vegesna, a spokesman for Zoho, explains that companies should prove total transparency and facilitate access to their privacy policies or, if they do not exist, they should work as soon as possible and make them available available to the public on the organization’s website.

“Companies are seeing how artificial intelligence, through tools such as ta Intelligence or bots, for example, provides contextual understanding between all digital resources, and this information helps make decisions with greater precision.”, he adds.

(See: The ‘Felizómetro’, the new artificial intelligence for companies).

And it is that according to the 2022 report Global Data Privacyprepared by the Global Data and Marketing Alliance, 49% of consumers feel comfortable providing personal data and the 53% believe that doing it is vitally important to keep the technological landscape modern.

Vegesna claims that the companies must include among their privacy policies five elements that stipulate the Federal Trade Commission (FTC). “Notice, Consent, Participation, Integrity (Security) and Compliance”.

“Consumers need to know that their information will be collected, how it will be used, and who will receive it. Likewise, users must have the opportunity to accept or reject the collection of data, while they can consult their data at any time and make the necessary adjustments.says Vegesna.

As a second challenge when implementing artificial intelligencethe Zoho company frames the elimination of prejudices around this technology.

“The AI ​​must be trained, so that companies establish processes and good practices that help eliminate preconceived ideas about the use and treatment of data from all the sources used. Likewise, platforms must allow for human protection between the data collection and processing phases of AI training.”, comments the expert.

Furthermore, Vegesna adds that the companies they must make surethat they are routinely scanning for new information and updating their bias criteria accordingly”.

Lastly, it stands out training and information about this kind of technology. Vegesna suggests that companies should take their time to investigate, investigate and learn more about the application and use of this tool.

(See: The end of the barcode? Artificial intelligence would end it).

“Businesses can pave their own path, away from scaremongering, by embracing direct-to-consumer (D2C) marketing. Once consumers get their hands on the technology, they will be able to better understand its wow factor and its potential to save them countless amounts of time performing basic tasks, or tasks they hadn’t even considered could be tackled by AI.”, concludes the expert.

Pedro Ángel Montagut, Claro Colombia’s digital solutions manager, affirms that the artificial intelligence is one of the main trends of the moment, and in 2023 it will help companies to interpret the environment, generate efficiencies and optimize different processes.

“The collection of data and the construction of artificial algorithms will be able to provide solutions to generate learning that serve to face new challenges for all sectors. And not only that, but companies will continue on the path of understanding, seeking solutions and creating new alternatives in accordance with trends and changes in the habits of their customers.”.

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