The need for ethical practices in AI

The President and Global Brand Director of Havas Worldwide Jason Jercinovic

Nowadays, we have access to two things. First, a big amount of data about our personal information and second – access to AI which enables us to understand far better the insights that make us who we are.

At the 2017 edition of Webit.Festival Europe the President and Global Brand Director of Havas Worldwide Jason Jercinovic, introduced the topic of ethics in the Artificial Intelligence because if this data is in the wrong hands, our privacy could be endangered. 

An ethical imperative on how to use this data is necessary to be created. We should consider ethics from the perspective of both consumers and professionals to communicate in an informed way while considering the benefits and the risks which AI brings.

Jason Jercinovic stressed on the development of the tools of today which compared to those of the past can recognize unstructured data. The truth is the world of social media and interconnected devices is one of unstructured data. And these tools enable us to understand the insights from that unstructured data at a scale and to work with them.

The President and Global Brand Director of Havas Worldwide Jason Jercinovic

The vast amount of data enables us to understand people’s behaviour in great detail. Furthermore, it allows us to create and deliver experiences which are extremely efficient since they are targeted to each individual based on personal preferences.

“With that information I can predict the future. I can influence how you think.”, Jercinovic said.

This technology is becoming more complex at a very fast pace. The reality is that companies are willing to use our personal information in order to target their products or services more precisely. Whether we accept this approach as ethical or not will not change the current situation. That is why, we need a code of conduct.

At the end of his talk, Jason Jercinovic underlined once again the importance of making a difference between the benefits and the risks AI brings. It is no secret that this technology is used by companies to deliver high quality content and products to us, customers. AI is present in most parts of our live and it is here to make it better.

To get a real idea of how AI is implemented in our daily life you can find more about eagleAi, an intelligence platform created by Havas Cognitive for ITV News. It aims to understand how consumers think and it was used during the USA elections. eagleAi processes a huge amount of posts, comments, tweets, news articles, debates and many more to determine what people are talking about and which issues they do find relevant.

AiMEN is a cognitive social listening tool created by Havas Cognitive which with the help of AI discovers the posts of people who leave negative comments on the Internet and responds to them with quotes from the Bible.

You can watch his full lecture here:


If you want to keep up with the latest trends in the world of digital economy and technology, then Webit.Festival is the right place for you. Visit our website and book 2 in 1 of our Super Earlybird tickets for Webit.Festival Europe 2018.

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