All machine learning is AI, but not all AI is machine learning
Artificial intelligence always works based on the data that is fed in. For this reason, sustainability must be understood from the perspective of who fed in the data and what kind of data it was.
“Netflix’s recommendation engine is based on machine learning, as are Spotify and Yle Areena. How is the data sourced and trained? And how about image generators, such as Dall-E? If you ask Dall-E for a picture of nurses, it’ll probably create an image of women. This is based purely on the data used to train artificial intelligence,” says Antti.
“Here, I should probably point out that an engine is never racist or sexist. It’s made up of code. An engine has no feelings,” Antti explains.
The buck for AI-generated outcomes stops with executives. Antti wants to remind them of their responsibility: “This leads us to a good rule of thumb for leaders and decision-makers. You are responsible for how the engines and forecasting models obtained by your company work. You can’t complain that this or that recruiting software is discriminatory. If the engine is discriminatory, you’re responsible.” Antti urges managers to ensure that their organisations have people who understand what’s going on under the bonnet.
Responsible use of artificial intelligence in business
Chat-GPT is democratising artificial intelligence. Now, even solo entrepreneurs have access to a tool trained at the cost of millions of dollars and providing them with major help in business. Antti makes a comparison: “Chat-GPT is like a 14-year-old work experience trainee who’s read through all the content on the Internet, but with whom you can only communicate by keyboard.”
So it’s worth learning how to give prompts to the engine. The better the prompts you give, the higher the quality of results the engine will provide.
What should a sole entrepreneur take into account in order to use artificial intelligence responsibly in their business? “First, you need to pick a tool, such as Chat-GPT. Start using it and practice the use of prompts. Don’t feed in any personal or customer data. A rule of thumb – never feed in anything that you couldn’t leave printed out on a café table. Next, choose an everyday task for which you can start using the tool,” says Antti, on the first steps in using artificial intelligence.
Antti provides an example of productivity growth: “A study of 5,100 customer service staff by MIT and Stanford found that their productivity improved by 14%.”
Artificial intelligence can already play a major role in enabling successful business, if organisations want and dare to use it.
Confronting fear
Use of artificial intelligence is still marked by great uncertainty, and even fear. Antti highlights the two key fears: “I always mention fear when sparring with executive teams. There are two kinds of fear. The number one AI fear is about being able to use the tools. Number two is about the user’s skills being replaced. What if the engine writes my blogs for me? It may not write outstanding texts, but the occasional second or third-tier blog is good enough.”
How can we overcome these fears to help entrepreneurs benefit from artificial intelligence?
“Change is uncomfortable. But it’s worth focusing on what you can control. How might I use these tools to work smarter? Customers continually want everything to get faster and easier. Artificial intelligence can help an entrepreneur to deliver this,” says Antti.
Entrepreneurs most often ask Antti about the use of images in business and marketing.
“Read the terms and conditions. In most cases, if you use a fee-based tool, like Midjourney, you can include the images in your marketing. However, this is continuously changing and you, as the entrepreneur, are responsible for the tools your company uses,” summarises Antti.
In other words, it’s worth being open and curious about trying out AI tools, but remember to use them responsibly, in line with the terms and conditions.
Have you tried previous episodes of the Optimistit business podcast? You can listen to all episodes on Spotify. The podcast is in Finnish.
