How do we ensure that machines work ethically?


At Fayerwayer, we talk to Guilherme Novaes, an expert in Artificial Intelligence. We talk about the ethical frameworks of AI in companies.

O Artificial intelligence is entering Latin American companies very quickly. But do we really know how to use artificial intelligence and have clarity in making decisions with data? How do companies benefit from this?

From all of this, we talked with the specialist and executive assistant of the general management of IBM Latam, Guilherme Novaes.

Guilherme Novaes

FW: Let's talk about the current scenario. How do companies design AI today? What percentage of adoption do they have in the region?

GN: Today we all agree that we are already in a new era – the data age. The economy today is guided by the data that circulates in companies, social networks, sensors distributed by cities, in our phones and tablets, in what we buy, wear, etc. The phenomena of mobile and social media have transformed industries and redefined the way people consume and business models of companies. Consumers today want customized responses in real-time, and businesses need their technology to generate more value by converting data into insights to help them make decisions and improve their customers' experience.

Artificial Intelligence helps companies get close to the current market demand because it can understand large amounts of data (text, sound, images, video) in real time, formulate intelligent hypotheses, make personalized recommendations, and interact with us using Conversational In the corporate sphere, digital transformation and Artificial Intelligence are already a reality that is impacting business, workforce and customer experiences.

And this is not far from us. This is already a reality here in Latin America. The digital transformation leveraged by AI is giving us an opportunity to redefine our competitive capacity in the region. Our public and private companies are on an equal footing with any other company in the world. The difference is in having the focus and the agility to take advantage of the new technologies. Here in Latin America, we have a group of important reinventers leading the discussion in sectors such as banks, retail, healthcare, education, among others, both in large companies and in startups who understood how AI can accelerate its innovation processes

FW: How is AI gaining trust in companies and ventures? How can we break the mistrust?

GN: In this data economy we are living in, new technologies need to be guided safely, and companies like us that build these technologies have that responsibility. Therefore, it is extremely important that these companies manage data by following the principles of security, privacy and ownership.

In addition, now that AI technologies have the ability to mimic the cognitive abilities that until recently were unique to humans, we began to use them to support us in making important decisions that need ethical principles and must be taken with total independence. prejudices, considering their impact on the lives of individuals and companies.

People expect that all decisions and attitudes that a company takes are based on ethical principles. When these actions are defined with the support of the machines, we must ensure that these systems also function in an ethical way.

A recent study by IBM's Institute for Business Value showed that 82% of companies around the world are considering implementing artificial intelligence models, but 60% still have a cautious attitude or some mistrust. So we are working to end this mistrust. An important example was a system that IBM has now developed to ensure that the IA provides more assertive and unbiased results. The new system is able to detect bias, make recommendations to minimize it and increase transparency, explaining in real time what led you to make one decision over another. Being able to transparently explain how and by whom the AI ​​system was trained is essential to boosting confidence.

FW: What fundamental innovations can IA generate for a company's business strategy?

GN: Artificial Intelligence is generating a break in companies, transforming industries and professions. Because? Because at the current time we are living, companies value not by their physical assets or production capacity, but by their ability to manage their data, understand their customers, manage information, and gain insights and competitive value from them. So for a company to really be competitive in this digital revolution dominated scenario, the company needs to have a solution that understands the data. A type of intelligence that understands this range of information and is able to give context and meaning to them. Something that really helps to find what is written between the lines of this data is needed, something that allows for a differentiated perception and that supports decision making.

And since 80 percent of the world's data is unstructured, that is, they come from different sources and formats and are not information that can be interpreted by traditional computer systems, we need to use Artificial Intelligence solutions in the cloud to provide companies with the capacity to turn this unstructured data into useful information and the speed needed to gain competitive advantage. AI takes relevance to understanding these unstructured data and helps turn this sea of ​​information into insights. Artificial intelligence systems are able to understand, analyze and extract value from invisible data, and give companies the knowledge they need to transform their customers 'experience, enabling them to better understand consumers' preferences, to enhance their entire experience. and help you make decisions right now. This gives the company the possibility to innovate and transform its business strategy with real business results, with increased productivity and sales growth, generating great impact in the decision making of the companies and giving them a competitive differential.

FW: How does the delivery of these IAs by companies translate into practicality for customers and end users?

GN: Watson is the AI ​​platform for business. We provide technology companies so they can develop specific solutions for their business and generate benefits for their customers. Hundreds of companies in Latin America are already using and leveraging Watson's use of artificial intelligence in different industries. We have examples of application in our daily life, such as Bradesco's virtual assistant, Bia & # 39 ;, the new Volkswagen cars, such as Virtus, Tiguan and Vento, which already come with the cognitive manual that interacts in natural language in Portuguese or Spanish; the AI ​​that interacts with the visitors in the Museum of Anthropology of Mexico; the AI ​​solution of the Brazilian business school São Paulo considered the Netflix of education; Equity Insurance, Ecuador, which launched the first smart car insurance (& # 39; Auto Connected & # 39;) with the application that Watson uses to receive information on driving habits; or LUZi, a device with IBM Watson technology in the IBM Cloud, created by a group of physicians to monitor pregnancies in the rural communities of Guerrero, the state with the highest number of maternal and child deaths in Mexico … in addition to the various applications agriculture, and health to help develop new medicines and support physicians in the treatment of diseases such as cancer, etc.

FW: How much adoption of cloud storage systems contributes to this paradigm shift?

GN: Faced with an evolving cloud strategy, IA projects thrive on high volumes of data that require a lot of computing and storage capacity. This is what cloud platforms do well, thanks to its ability to scale according to demand. If clients want to dominate AI, they must first dominate the cloud.

According to an IBM study, about 40 percent of organizations around the world are likely to invest in cloud-based technologies to complement their AI perspective.

In this sense, a cloud built for IA is the one that will provide the highest levels of integration. IBM Cloud is an application to accelerate integration with data, inside and outside the premises; The ideas of the new experts are based on technologies such as Machine Learning, IoT and AI.

FW: How do you see the future of AI in the region?

GN: The growth of AI adoption in Latin America has been exponential and Artificial Intelligence is now a reality throughout Latin America. The market is adopting cross-AI solutions from new and small businesses to mature and traditional entities of all economic segments. We have hundreds of examples of companies using Watson in the region, from different industries. These companies have already changed the way they interact with their customers using AI to deliver a new experience. There are many examples and today we see that all industries are looking for a digital transformation levered by artificial intelligence.

The evolution of AI moves towards humans working more and more with the machine, expanding the ability to reason and generate hypotheses of intelligent systems that evolve to help us solve increasingly complex human problems. Thus, the sooner we break the barrier of mistrust, the more quickly we will capitalize on the benefits of new technologies, using them to make fair decisions and gain new competitive advantages.

Let's see that AI really transforms industries and professions in the coming years. The future will be those who adopt these new capabilities, who embark on this new era, implementing tools that leverage and empower what humans do, to transform customer service into sectors with a major impact on society, such as health. , education and security.


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