The Buzz of Artificial Intelligence

In preparing for a talk on artificial intelligence this week, I was reminded of a basic, but increasingly risky, area for businesses as the buzz of artificial intelligence reaches a fever pitch. Namely–are you marketing an automated tool, product, or service as artificial intelligence? And, if so, have you vetted whether that automated tool, product, or service is, in fact, artificial intelligence?

Marketing any product or service must be true and substantiated. Yet, artificial intelligence’s shroud of mystery, coupled with the use of similar automated processing technologies (that do not rise to the level of artificial intelligence) make this an especially fraught area for marketing. As a recent Federal Trade Commission (FTC) blog reminded businesses, “false or unsubstantiated claims about a product’s efficacy are our bread and butter.”

So, what should a business ask itself and its vendors to determine whether claims about artificial intelligence are accurate? The FTC recommends following:

1. Are you exaggerating what your artificial intelligence product can do? In other words, do you have scientific or technological support for the product or tool?
2. Are you promising that your artificial intelligence product does something better than a non-artificial intelligence product? Have you done your due diligence into what the product actually does from a technological perspective?
3. Are you aware of the risks? Have you looked at how the tool or product was tested? Do you understand the risks or impact of the tool or product to the consumer base that will be using it?
4. Does the product actually use artificial intelligence at all? Was the tool developed with artificial intelligence or actually incorporated into its use?

Overall, the FTC is concerned with fairness and equity in the marketing of artificial intelligence. The key for businesses is to ensure that the appropriate due diligence and vetting is in place before using and marketing a product or tool as artificial intelligence.