Navigating the Ethical and Sustainable Path to Working with AI

By Fiona Mills, Associate Director

Having recently attended key industry events that put Artificial Intelligence (AI) firmly at the top of the agenda, it really got me thinking about how we can confidently use AI to enhance and improve our outputs as marketers while incorporating all the facets of Environmental, Social and Governance (ESG) standards that the advertising industry diligently working towards.

As the rapid advancements in AI continue to reshape our sector, we should take a step back to consider the ethical and sustainability impact of the advancement of AI.

Recently, speakers at the Marketing Society Digital Day in Glasgow and the IPA’s Nigel Gwilliam, Director of Media Affairs, shared key insights, shedding light on crucial considerations for the future of AI.

One thing that struck me is the looming scarcity of data for AI training. As AI algorithms become more sophisticated and data-hungry, the exponential growth in demand for internet resources could soon outpace supply. AI will literally run out of the internet to train on by 2026 so ‘Big Tech’ are on the hunt for new data streams to train their dragons by investing heavily R&D.

As a result, we can expect the emergence of new and better wearable devices that AI will ultimately use for data harvesting. Wearables, ranging from pins and brooches to rings and headsets, are poised to revolutionise data collection by seamlessly integrating into users’ daily lives.

But the dominance of firms like Nvidia (the trillion dollar company that specialises in chips) in the AI space raises ethical questions regarding data privacy and ownership. In a world where Apple and Google are putting data privacy at the heart of what they do based on consumer demand for more privacy, this feels like a back door to that data that we are all working so hard to protect.

And the accessibility and affordability of these devices raise concerns about equity and bias in AI. As expensive wearable devices become the primary source of training data for AI algorithms, there’s a risk that only those affluent enough to buy them will contribute to the dataset, potentially skewing the outcomes and perpetuating socio-economic disparities. This underscores the importance of democratising access to AI technologies and ensuring inclusive representation in dataset creation.

Furthermore, the environmental impact of AI cannot be overlooked. The advertising industry, represented by organisations like the IPA, is increasingly prioritising sustainability initiatives. However, the data centres are being constructed all over the world, with over 500 in the UK alone, and will double their electricity consumption in the next two years. Marketers must grapple with the ethical implications of using AI in resource-intensive operations while striving to minimize environmental harm.

In navigating the ethical and sustainable path of AI, regulation, collaboration and accountability are paramount. Stakeholders across industries and governments must work together to develop frameworks and guidelines that promote responsible AI development and deployment. This entails prioritising transparency, accountability, and inclusivity in data collection, algorithmic decision-making, and resource management.

Ultimately, the journey towards ethical and sustainable AI requires continuous reflection, adaptation, and collective action. By fostering an environment of ethical awareness and responsible innovation, we can harness the transformative potential of AI while safeguarding the interests of individuals and the planet.