Google and Microsoft Execs On AI Literacy and Responsible Use

According to Sarah Kennedy, vp of global demand and growth marketing at Google Cloud, “we are in the middle of a revolution” when it comes to the possibilities of AI in marketing. But as corporate AI usage grows, so too have the concerns of customers and clients who are hesitant to trust entities' automated systems with their information. Kennedy and Buddy Phillips, senior director of sales enablement and responsible AI lead at Microsoft, spoke in back-to-back sessions at the ANA Masters of Marketing conference in Orlando addressing AI literacy and responsible use. As both producers and consumers of AI, the tech giants encouraged marketers in attendance to adopt responsible frameworks for implementing the technology into everyday tasks to both lighten the load for employees and build trust amongst their customers. AI literacy Automation has made teams more efficient for decades, but Kennedy's team at Google is beginning to explore how AI can facilitate employee tasks so the company can focus more on its customers. Google conducts a quarterly self-reported survey to evaluate how AI is impacting workforce productivity. Nearly half of the Google Cloud Marketing team participates in the survey, and 45% of respondents reported that they save up to five hours per week using AI, nearly double from Q2 to Q3, according to Kennedy. That time is reallocated to focus on customers, or simply lighten their workloads. But as AI becomes more prevalent and accessible, literacy is critical. Marketers should embrace a trial-and-error approach and the “humility of learning a new space and toolset,” she said. “One of our most important obligations, for those of you who are leaders and managers of your teams, is to make your [talent] the most employable possible throughout their careers by upskilling [and] investing in their development,” Kennedy said. To make quick yet informed decisions on AI use, Google has created a steering committee comprising senior executives that have the authority to make decisions about AI policies -- a model Kennedy said other companies should adopt. “The value of tech is not created by its inventors; it’s unlocked by its users,” she said She also encouraged marketers to share ideas with each other to gain insights on how other industries are using AI. “We are all on an even playing field," she said. "Everybody’s learning and we’ve got to figure out how to share together.” Buddy Phillips, senior director of sales enablement and responsible AI Lead at Microsoft. Responsible AI Microsoft's Phillips said that when it comes to AI usage, trust has to be earned. Per the University of Queensland and KPMG, 73% of people are concerned about the risks of AI, while 75% will trust AI if companies can prove they are using the technology responsibly. Philips encouraged companies to put into practice AI framework to earn the trust of customers and clients. He pointed out that only 11% of executives report having implemented fundamental responsible AI capabilities in an effort to build trust with customers, per PwC. To implement AI responsibly, Phillips said companies must consider the purpose of their use of AI, technical capabilities and liabilities, and sensitive uses. “Remember: sociotechnical, human-centered approach,” he said. He added that Microsoft's own AI principles that are supported by “transparency and accountability.” Last year, the company announced its Copilot Copyright Commitment. Essentially, if a customer is sued for copyright infringement for using its Copilot services, it will defend them and pay the amount of any adverse judgments or settlements that arise from the lawsuit. “We want to make that our issue, and not theirs,” said Phillips.

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Google and Microsoft Execs On AI Literacy and Responsible Use

Sarah Kennedy (Google) and Buddy Phillips (Microsoft) shared tips for marketers at ANA Masters of Marketing in Orlando

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Cydney Lee

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Cydney Lee