Artificial Intelligence (AI) has dramatically enhanced marketing capabilities. As marketing’s core activities involve understanding customer needs, matching them to products and services, and persuading people to buy, AI assistants provide marketers with unique opportunities. However, every emerging technology presents unknown challenges and risks. Therefore, establishing a technology governance framework encourages innovation while identifying and managing risks to thrive in a digital world. In this article at ISACA, Benjamin A. Witt, Sarah J. Wolanske, and Jeffrey W. Merhout explain how implementing a robust IT governance framework helps protect data.
How to Develop a Technology Governance Framework
For AI marketing purposes, aligning business strategy, consumer needs, and contractual agreements is imperative. So, you must customize the technology governance framework per your enterprise’s needs. According to the COBIT 2019 framework, IT governance must be holistic and cover the entire enterprise, including stakeholders, board members, assurance providers, business leaders, and IT managers. Additionally, the authors say, “Governance over AI is necessary on multiple levels, and it is of absolute importance that ethical considerations are a significant factor.” Furthermore, you must ensure that the purpose of the governance framework is not limited to just the AI implementation in marketing but must be aligned with the ethics-focused goals.
Technology Governance Goals to Achieve
As a business leader, you must correctly devise, train, and implement AI algorithms to maintain high standards of accuracy. This will help you gain stakeholder trust.
AI-driven marketing can raise several ethical controversies and challenges. Alongside the implicit ethics related to alignment, stakeholders prioritize data privacy and business sustainability. Therefore, engage multiple stakeholders while establishing iterative and adaptive strategies. Also, formally and informally incentivize employees to play a crucial role in identifying AI ethical risks.
Additional Steps to Consider
- Ensure transparency, justice, fairness, responsibility, and privacy.
- Address security challenges and vulnerabilities if you are relying on data-dependent AI systems.
- Maintain data security through encryption, firewalls, and intrusion detection systems.
To read the original article, click on https://www.isaca.org/resources/isaca-journal/issues/2021/volume-2/it-governance-framework-for-artificial-intelligence-in-marketing.