ARTIFICIAL intelligence (AI) is entering a new era where privacy, security, and governance will become a top tier priority and will put an end to the formerly loosely regulated digital landscape. In a groundbreaking move, President Joe Biden took decisive action to govern the rapid advancement of AI and how it is being used.
On October 30, he signed an 80-page executive order that takes a comprehensive approach to AI governance. In the order, key aspects such as safety, security, privacy, equity, innovation, and global leadership were all covered. This will undoubtedly pave the way for future legislation and global agreements, ensuring the future AI technology continues to positively impact businesses and consumers alike.
Key takeaways:
- Consumer data privacy will tighten: Businesses that are relying on consumer data to train AI systems may need to reassess practices and find alternate methods to comply with new privacy rules.
- Customer opt-ins may need a review: Greater transparency regarding data collection might also become essential, such as email opt-in forms and gated content.
- Enhanced AI marketing oversight: The new standards will likely lead to a strengthened approach to overseeing and auditing AI-driven marketing.
- Competition will increase: Larger companies will no longer solely reap the rewards of AI innovation. The order encourages a competitive AI ecosystem, giving small developers and entrepreneurs access to technical assistance and resources. This could open up new opportunities for innovative AI-driven marketing approaches, which will lead to more competition.
Chelsea Alves, a Consultant at UNmiss, shares her take on the recent executive order, ‘As President Biden’s executive order sets the stage for a new wave of AI governance, marketers should stay informed and be prepared to adapt to these changes in the AI landscape in order to stay compliant. This order signifies an impactful step towards responsible AI use and security, and its implications will undoubtedly shape marketing strategies for the foreseeable future.’
Responsible AI use will become a higher importance for marketers collaborating with government agencies or leveraging government data. The order aims to ensure the responsible government use of AI as well, which includes strengthening AI deployment and procurement standards. In turn, marketers must be prepared for more rigorous standards and guidelines in the government sector, and across other highly regulated industries as well (such as healthcare).
This executive order represents a long awaited step forward in the United States’ approach to AI governance and paves the path toward security and safety for its citizens. Marketers will now be challenged with advancing AI while upholding the values outlined in this executive order.