AI\u2019s potential to automate and optimise is exciting, but it\u2019s not without risks. \u201cTake healthcare, for example. While AI can provide faster, more accurate diagnoses, it could also override doctors\u2019 decisions, which raises concerns about autonomy,\u201d she says. <\/p>\n\n\n\n
The same challenges show up in criminal justice, where AI tools are being used to help judges decide things like bail or sentencing. These systems analyse past cases to predict whether someone might reoffend, which can save time \u2014 but they come with risks if no one\u2019s keeping a close watch.\u00a0<\/p>\n\n\n\n
For instance, an AI might recommend harsher sentences because of biased data, like patterns of racial or economic inequality baked into the system. If judges rely too much on these tools without questioning their recommendations, it could lead to unfair outcomes, taking away the human judgment that\u2019s so important for ethical decisions.<\/strong><\/p>\n\n\n\n Blasco-Arcas stresses that the goal shouldn\u2019t be replacing humans but working alongside them: \u201cWe need to focus on AI augmenting human capabilities, not replacing them \u2014 especially in critical areas like healthcare, security or education.\u201d<\/p>\n\n\n\n The real challenge with AI is finding the balance between its ability to revolutionise efficiency and innovation, while still protecting human agency, ethics and well-being.<\/p>\n<\/blockquote>\n<\/div>\n\n\n\n So, how can organisations balance the push for innovation with their responsibility to uphold ethical standards? Blasco-Arcas believes it starts with a clear, human-centred strategy.<\/p>\n\n\n\n \u201cBusinesses need strong ethical frameworks that guide their AI initiatives from the ground up,\u201d she says. Transparency and accountability are key, along with building diverse teams to reduce bias in AI systems. \u201cIt\u2019s also about fostering a culture of human-AI collaboration, where technology enhances rather than diminishes human input,\u201d she adds.\u00a0<\/strong><\/p>\n\n\n\n She points to AI\u2019s ability to amplify biases if not handled carefully. For example, AI recruitment tools have been shown to favour certain genders or races due to biased training data. \u201cThat\u2019s where regular ethical audits and a commitment to using diverse datasets come in,\u201d she adds.<\/p>\n\n\n\n AI often pushes up against core human values. Blasco-Arcas highlights a few key problem areas:<\/p>\n\n\n\n Her advice? Focus on creating systems that support rather than replace human input, especially in high-stakes areas. \u201cAnd invest in educating your employees about AI ethics so everyone is equipped to handle these challenges,\u201d she adds.<\/p>\n\n\n\n AI should support human decisions, not make them for us.<\/p>\n<\/blockquote>\n\n\n\n AI can be a game-changer when it comes to decision-making. \u201cIt can handle repetitive tasks, freeing people to focus on creative or strategic work,\u201d says Blasco-Arcas. In knowledge-heavy industries, such as finance, healthcare or technology, AI can help teams solve problems faster and more effectively.<\/p>\n\n\n\n But it\u2019s not all upside. \u201cThe danger is in overreliance,\u201d she warns. \u201cIf organisations depend too heavily on AI, especially systems with inherent bias or a lack of transparency, it can lead to poor outcomes.\u201d<\/strong><\/p>\n\n\n\n The solution, she says, is to see AI as a partner, not a replacement. \u201cAI should support human decisions, not make them for us.\u201d<\/p>\n\n\n\n Regulation and self-governance both have a role to play in making sure AI is used responsibly. \u201cThe EU AI Act, for example, sets important safeguards, but self-governance gives businesses the flexibility to innovate while staying ethical,\u201d Blasco-Arcas explains.<\/p>\n\n\n\n She underlines the importance of engaging a range of voices in the conversation. \u201cWhen you involve diverse stakeholders \u2014 employees, customers, academics and NGOs \u2014 you create a governance structure that\u2019s adaptable and grounded in real-world needs,\u201d<\/strong> she adds.\u00a0<\/p>\n\n\n\n For businesses, Blasco-Arcas suggests several steps to keep AI adoption on the right track:<\/p>\n\n\n\n And above all, she says, keep learning. \u201cAI is evolving fast, and businesses need to monitor their systems and adapt as they go.\u201d<\/p>\n\n\n\n AI\u2019s potential is undeniable, but so are its risks. For businesses, the key is to embrace innovation without losing sight of the human values that drive long-term success.<\/p>\n","protected":false},"excerpt":{"rendered":" AI can do amazing things, but how do we make sure we don\u2019t lose the human touch? Lorena Blasco-Arcas, professor of marketing at ESCP, explains how businesses can strike the right balance.<\/p>\n","protected":false},"author":1,"featured_media":11443,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[13],"tags":[126,62,280],"class_list":["post-11445","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-choose-to-lead","tag-artificial-intelligence","tag-innovation","tag-responsiblebusiness","category-13","description-off"],"acf":[],"yoast_head":"\n\n
![\"Photo](\"https:\/\/escp.eu\/thechoice\/wp-content\/uploads\/lorena-blasco-arcas.jpg\")
<\/figure><\/div><\/div>\n<\/div>\n\n\n\nEfficiency vs. ethics<\/strong><\/h2>\n\n\n\n
Where AI and human values clash<\/strong><\/h2>\n\n\n\n
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Maintaining human judgement <\/strong><\/h2>\n\n\n\n
Rules and self-governance<\/strong><\/h2>\n\n\n\n
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