In a time where the possibilities within AI seem endless, it’s easy to get absorbed by all that can be done. However, the central question remains: SHOULD we do it? And if the answer is yes, HOW do we do it in the most responsible, user-centric, and sustainable way? 

We believe it’s crucial to have some guiding principles when working on the development of AI strategies. 

Here is a selection of some fundamental principles that we apply in our approach to working with and advising on AI in design, communication, and marketing: 

• Successful implementation of AI depends on an understanding of the value for people. The AI tools you build or offer to customers or employees become valuable only if designed with an understanding of users’ reality and needs. 

• While leveraging the new tools and opportunities created by the AI hype, remember that the potential remains the same. AI doesn’t get better just because everyone is talking about it. Certainly, the hype and investments create an opportunity to quickly and perhaps more affordably, access powerful AI tools, but it MUST be valuable, relevant, and feasible within your organization before we can talk about tangible business value. 

• Prioritize ethics and responsible AI principles throughout the process. Be aware of biases in data and algorithms and take measures to reduce them. Work to ensure transparency regarding the ethical implications of AI solutions for customers, employees, your brand, and society. 

• Consider whether your AI solution will still be valuable as the hype diminishes. Sooner or later, the hype will subside and/or become the “new normal.” When it happens, ensure that the current AI solution or AI-supported workflow still creates value, both for customers and the business. 

• An experimental approach to AI is necessary as technologies evolve as rapidly as they do. What was impossible today might be possible tomorrow. Continuously scouting for opportunities is crucial – but be aware that it places significant demands on the organization to constantly navigate unknown waters.