I think as a society we become desensitized to all the data we're
giving up to get the convenience of a high-powered solutions but as we move
into marketing we run into the same problem where we're now giving all these
brands data about us to make our lives more convenient in theory and that opens
up all kinds of ethical concerns let's talk about ethics within artificial
intelligence and that's the points of marketing there any risks or any areas
of concern that keep you up at night yeah it's actually my biggest personal
concern about AI and this isn't just marketing I mean you can whenever you
want to try and understand where AI is gonna go we have to look outside of
marketing and sales and service we do have to even honestly like at a
government level it's probably the best place to start and so what you see
happening at a government level and then down into other industries is a race to
build the smarter solutions and so anytime you have a race to lead the
advancement of Technology there are the people who push forward no matter what
because they know other people will if they don't then there are the people who
have to sit back and ask the difficult questions around the ethics and the
morals of what's going to be done so for AI to do it to achieve its promise of
true personalization of true prediction of what's going to happen it requires a
massive amount of data and so if we just look at Google as an example we think of
all the data points Google collects on us from the emails reading every email
you send to where you go with Google Maps to if you have nest cameras
installed in your house who's coming where they're coming from if you turn on
facial recognition you literally know who they are and what they're doing and
the list can go on Google assistance so now you can ask it anything and it knows
everything you ever asked the way Google will eventually build a true assistant
for your life where you can ask it like should I do this or what's gonna happen
tomorrow like whatever it needs all the data to make those predictions so there
is certainly you give up privacy to get the convenience of personalization and
the power they I but again if you think about it
in your consumer life how many people sit there and think wow
Google Maps used really powerful machine learning and knew all this stuff about
where I go at ten o'clock on average on weekdays to make this prediction about
the best way to get there don't care it's just like oh wow it already knew I
was gonna go there yep it start same thing with Netflix like you don't
care that it knows everything you've watched and how much of it you watched
and what you rated it you just know that there's the next thing to watch and
that's really convenient so I think as a society we become desensitized to all
the data were giving up to get the convenience of a I powered solutions but
as we move into marketing we run into the same problem where we're now giving
all these brands data about us to make our lives more convenient in theory and
that opens up all kinds of ethical concerns yeah definitely we're starting
to see a little bit of a backlash of almost to with legislation like GDP are
in Europe and there's a pretty vigorous debate in the United States about
similar laws protecting personal data and how personal data is use do you
think that if you know any risk of things becoming too personalized or oh
yeah but I again I think we're desensitized to it so you know there was
the example a month or so ago about Alexa like accidentally sending all
these messages to some random person in someone's address book and it's a
headline for like three hours was it ring left open they're all their
data too on a server to where every employee within ring had access to every
video that was stored on their servers and so like all that data is sitting
there and like stuff happens and you're like oh this is this is it like this is
the one where people are gonna start pulling back and they're not gonna buy
that brand anymore they're gonna shut their Facebook accounts down because
Facebook did X Y & Z again and and then it doesn't happen and then like 24 hours
later people forget that it even occurred and so I think there's just
there's so so much so many examples of privacy being put aside in favor of
personalization and convenience that in especially is look
the younger generation they just don't seem to care and so I don't know if it's
intentional like if if the big brands have you know tried to desensitize us
over time to the need to give up the privacy like Facebook's a great example
you can turn off its tracking and it's personalization of ads but you're still
gonna see ads so the option is well I still want to use Facebook well I guess
if I'm gonna see ads I'd rather see ones that are relevant to me that's how they
win and the same thing with Google or any of them like the the value exchange
for my data usually ends up being greater than not letting them have it
and and that's knowing what's happening to the data the average consumer has no
idea in order they care what's happening to their data unless something really
bad happens they just life is just easier and you go on and you do the next
thing yeah definitely that's that's actually part of hub spots customer code
is to use my data but don't have to use it so it is beneficial to see a more
personalized tailored experience whether that's in a web app or on a website but
people can definitely go too far and sometimes you see an ad that's a little
too spooky and I think that makes people uncomfortable
yeah and it's a hard conversation so our marketing AI conference we're doing in
July the theme is more intelligent more human and that's the whole idea is that
we can build smarter solutions and we can use smarter solutions as a marketer
but we also have an obligation as marketers to understand the human side
of what we're doing and so where those guardrails come from really at this
point is it well I mean unless this GDP are related the guardrails are brand
specifically you decide as a brand how far you're gonna push to achieve
personalization and to drive the next sale or the next and hit the next
revenue goal and that those are hard decisions and
there again there's no set playbook right now and I think it's important
that we're having this conversation
you