The past is gone and the future is evolving fast. Every step we take now affects where we end up. … (+)
The impact of technology on our world is profound, and AI is at the forefront of this change. This impact can be both positive and negative, depending on how AI is designed, developed, and deployed. The principle of “Garbage In, Garbage Out” (GIGO) is particularly relevant with AI. If we feed algorithms biased data or base their design on faulty values, the results will reflect and amplify these problems. Conversely, we can use AI as a force for good by embedding a strong ethical foundation—what we might call “Values In, Values Out” (VIVO). In this context, AI becomes prosocial, producing positive outcomes for people and the planet.
For business leaders, this new environment has created a new strategic imperative. Beyond the need to invest in AI infrastructure, upskill and reskill the workforce, and hire AI experts, it is time to look beyond short-term gains and systematically develop algorithms that benefit people and the planet.
Arguments for a prosocial perspective
In today’s rapidly evolving business landscape, putting human- and planet-centered AI at the forefront is not just an ethical decision – it’s a critical business strategy that offers significant competitive advantages. With consumers increasingly demanding sustainable products and 66% willing to pay a premium for them, companies that develop AI systems that are proven to benefit society and the environment can capture this growing market segment. That’s a double win, as it also serves as an effective risk mitigation tool. The reputational and legal risks associated with biased or environmentally harmful AI systems are significant, as demonstrated by Amazon’s recent experience with a biased AI hiring tool that had to be removed.
Applying ethical AI practices is also proving invaluable in the war for talent. Three out of four millennials consider a company’s social and environmental commitments when choosing their employer. Therefore, responsible AI can be a crucial factor in attracting and retaining talent. As solid regulatory frameworks such as the EU’s new AI law take shape, companies with established responsible AI practices will be better positioned to not only survive but thrive in this changing landscape.
Focusing on useful AI can simultaneously drive innovation and operational efficiency. Google’s DeepMind, for example, used AI to reduce data center cooling costs by 40%, providing both environmental benefits and significant cost savings. Finally, the growing importance of ESG criteria in investment decisions makes responsible AI practices increasingly attractive from an investor perspective to a growing pool of capital.
Beyond compliance to conscious curation
To reap these benefits, leaders must go beyond mere compliance. Sustained success in a hybrid society requires a conscious commitment to AI systems that align with human values and promote collective well-being. This requires investments in dual alignment – to ensure our technological tools are aligned with our aspirations and ethical standards – and dual competency – to equip ourselves and our teams with a deep understanding of both natural intelligence (how our brains work) and artificial systems (how AI works) and how they influence each other.
Measures for company managers
- Design with intention: Commit to developing AI solutions that prioritize human wellbeing, transparency, and inclusivity. Adopt the VIVO approach and ensure that “values in” leads to “values out” in product design.
- Invest in dual literacy skills: Implement training programs that improve understanding of both natural and artificial intelligence. Foster a workforce capable of innovating responsibly and ethically.
- Interdisciplinary collaboration: Engage ethicists, behavioral economists, psychologists, and other experts to ensure your AI development processes are based on a broad range of perspectives.
Holistic hybrid thinking
Traditional business models that focus solely on material gains, or even community and climate benefits, are becoming increasingly inadequate. AI has the potential to revolutionize not only what we do, but also how, when, where and why we do it. This shift could enable a more holistic approach to business, fully integrating considerations of individual, community, national and environmental benefits.
For companies, the new status quo represents both a responsibility and an opportunity, requiring a shift in perspective from viewing AI as a mere commercial asset to understanding it as a catalyst for sustainable well-being.
As AI becomes more widespread, the risk of inadvertently delegating more and more control to AI systems, potentially undermining human agency, increases. This risk is particularly acute in a business context, where the pursuit of efficiency and innovation can sometimes overshadow the need for human oversight and decision-making.
The beauty of this is that we have the power of choice. We can counteract the tendency toward purely profit-driven outcomes by systematically aligning them with a pro-people, pro-planet perspective. We can take a pro-social AI approach. This may seem at odds with traditional business books at first glance, but in the long run it will pay off.
Beyond bytes to bigger visions
The decisions made today will not only shape the future of individual organizations, but will also impact the broader trajectory of society. By using AI responsibly—through dual focus, dual competency, and a commitment to more human agency—business leaders can ensure this powerful technology catalyzes positive change.
The future of AI is not just about technological advancement; it is about shaping a world where technology and humanity thrive together. Business leaders have a unique opportunity to lead this change and make strategic decisions that will resonate for years to come.
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If you are interested in AI for the common good, please read my other articles and stay updated on the current state of prosocial AI.
