Guideline for managers
To help managers with this, Sidaoui, together with colleagues Dominik Mahr and Gaby Odekerken-Schröder from Maastricht University, wrote a paper containing a guideline that helps managers implement conversational agents responsibly and reduce blind spots.
To introduce new technologies, such as GenAI, thoughtfully, there should be a culture of corporate digital responsibility within an organization. ‘Not only the service manager, the person who is in charge of implementing the new technology, but the whole organization should feel responsible to some extent for the digital technologies being used.’ This arises partly by formulating shared norms and values that the conversational agent must also comply with, discussing opportunities and risks with employees, and assigning employees to continuously check whether the technology is functioning properly. Everyone should feel responsible and involved.
Who is to blame?
That shared responsibility is also important in contact with the software providers who offer the technology and the users who then have to deal with the conversational agent. ‘You see too often that service managers only see the possibilities, that they hear about the benefits from other entrepreneurs, for example, and buy the same technology without much thought.’ But suppose you don't know what a chatbot does with users' data or have no idea that your new program might be unsuitable for children, you could be in big trouble sooner or later. ‘Who do you blame when people ask anxiously about their data and you have no idea? The technology? The provider? Or are you to blame?.’
Big companies have legal resources to protect themselves, but smaller companies that integrate these technologies without reflecting on matters of ethics and data privacy could find themselves in legal disputes that also cost them money and influence their public image.
Let AI help you
While GenAI can cause unpleasant surprises, it can also help service managers on their way to a culture of corporate digital responsibility. ‘You can have your plans tested, check what you haven't thought of, or ask for input when considering implementing a conversational agent in your company,’ tips Sidaoui. ‘And if it turns out that your company is not yet ready for an advanced program, you can always start by introducing simpler programs without GenAI and work step by step towards programs that help both users and your organization move forward to minimize risk and improve customer experience.’
The key for managers lies in a better understanding and deeper involvement in the technologies they integrate for their business objectives. A balance exists between company objectives, customer experience, and what technology needs to be integrated. ‘Improving AI literacy for managers and the firm can help not only save costs and improve customer experience but also aid managers in using such technology to help them achieve their goals responsibly.’
Masterclasses and master's specialisation
One year after the publication of the guideline for managers, Sidaoui sees that companies are making progress. He believes this is a step in the right direction, although it remains important to improve AI Literacy among managers and customers and to promote a culture of digital responsibility. ‘Managers need to immerse themselves in the integration process of digital technologies to prevent negative consequences for customers. Shared responsibility between service managers, software providers and customers is also needed to address issues such as data privacy and sustainability. Ultimately, you want to achieve business objectives, but also improve the customer experience and foster positive social impact.’ According to Sidaoui, companies sometimes rely too much on the responsibility of technical teams rather than managers. Training and awareness can help. ‘For instance, I discussed managing digital responsibility, accountability, and how it is tied to AI literacy in a recent AI Masterclass with Johnson & Johnson Innovative Medicine offered by Radboud Management Academy. We also try to address this issue earlier on by encouraging aspiring managers and employees to think critically about digital technologies, such as AI, and how to integrate them responsibly into business and their future careers in a new master's specialisation in ‘Digital Management’.’
Would you like to know more about Responsible AI or AI Masterclasses? Contact Karim Sidaoui.
Interested in high quality education for professionals? Please contact the Radboud Management Academy at rma [at] fm.ru.nl (rma[at]fm[dot]ru[dot]nl).
Publication
Generative AI in Responsible Conversational Agent Integration: Guidelines for Service Managers | Karim Sidaoui , Dominik Mahr , Gaby Odekerken-Schröder
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Additional reading
Would you like to read more about this? Check the article Karim Sidaoui wrote together with Vera Blazevic
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