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The Art of CRM

You're reading from  The Art of CRM

Product type Book
Published in May 2019
Publisher
ISBN-13 9781789538922
Pages 360 pages
Edition 1st Edition
Languages
Concepts
Author (1):
Max Fatouretchi Max Fatouretchi
Profile icon Max Fatouretchi
Toc

Table of Contents (15) Chapters close

The Art of CRM
Contributors
Preface
Introduction
Other Books You May Enjoy
1. What is CRM? 2. Getting to Know Your Customer 3. Conceptualizing the CRM Design from Business Requirements 4. Architecting Your CRM Solution – Preparing for Today and Tomorrow 5. Utilizing Artificial Intelligence and Machine Learning in Your CRM STRATEGY 6. GDPR and Regulatory Compliance 7. CRM Integration Strategies 8. Cloud Versus On-premise Versus Hybrid – The Deployment of a CRM Platform 9. CRM Differentiators Index

The ethical aspects of AI


I earlier referred to the risk of bias. Having discovered all the capabilities of AI, we should not forget one important aspect of AI development: the ethical questions around it.

A key principle here is that AI will partly be used to augment human intelligence, but this is not always the case, nor should this be done in an uncontrolled way.

Augmenting humans is not the sole problem for the field of AI, as we must also understand the impact of this space. We have to make thoughtful and transparent decisions to mitigate the potential risks from leveraging AI. We need to engage both employees and customers in the early stages of the processes and create transparency in all these discussions.

We have already witnessed the widespread misuse of data in the 2018 Facebook/Cambridge Analytica scandal, where it was revealed that millions of records of user data had been misused in the run-up to the U.S. election and the UK's Brexit referendum with social marketing techniques...

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