This article has been authored by the Zyllo Team.
Artificial Intelligence is occasionally criticized due to its potential for both positive and negative applications. At Zyllo, we firmly advocate for the ethical use of AI, prioritizing its benefits for society. As a leading AI firm on the global stage, we recognize our duty to align our actions with this belief. Our objective does not revolve around constructing ‘General AI.’ Instead, we aspire to empower every marketing team globally with a machine-driven copywriter capable of delivering tangible results. The ethical principles guiding Zyllo AI’s advertising empowerment initiatives are multifaceted and comprehensive. At the core of our ethos lies a commitment to transparency, ensuring that all our AI-driven advertising endeavors prioritize honesty and integrity in communication. We firmly believe in the principle of fairness, striving to ensure that our technologies do not perpetuate bias or discrimination, and are accessible to all without prejudice.
Actions we will refrain from
1. We commit to refraining from endorsing the utilization of negative emotions to manipulate individuals.
Certain individuals and businesses advocate for choosing messages that directly emphasize “fear, guilt, and anxiety.” However, we oppose the notion of treating people in this manner. As marketers, it is not our intention to instill feelings of fear, guilt, or anxiety in individuals; rather, we prioritize highlighting the positive attributes of our brands. We unequivocally refuse to endorse the use of negative emotions to target consumers and will never encourage our clients to do so.
2. We will refrain from engaging with clients whose values do not resonate with our own.
Every prospective client undergoes an evaluation process to ensure their ethical values are in line with ours. We do not engage with firearm and weapon merchants, political factions, or any entity advocating hate speech or the marginalization of societal groups. While individuals associated with such organizations may be well-intentioned, we encourage collaboration should they transition to different sectors in the future. However, at present, such partnerships do not align with our principles.
3. We pledge not to utilize data for the purpose of targeting vulnerable demographics.
It’s conceivable that a machine learning algorithm might detect individuals on the brink of a manic episode, such as those with bipolar disorder, and recommend targeting them with extravagant product promotions. Similarly, if someone has recently experienced a breakup or a loss, there’s a risk of exploiting their vulnerable emotional state using AI. We firmly assert that employing AI for such purposes is unethical. Even if a machine’s prediction proves accurate, we reject the notion of exploiting individuals in this manner. We categorically declare that we will never resort to utilizing data in this manner.
Actions we will take
1. Maintain Transparency Regarding the Functionality of Our AI.
We utilize AI for two distinct purposes: to create marketing copy that resonates with human expression and aligns with brand standards, and to forecast the efficacy of said copy in real-world scenarios. We refrain from employing AI for any other objectives, and in the event that we do, we are committed to transparency. Our clients have the right to understand our practices, ensuring transparency and trust while dispelling any concerns regarding concealed or unethical initiatives.
2. Implement measures to mitigate prejudice and bias.
To commence, fostering diversity within our team is paramount. Zyllo upholds gender balance and encompasses staff members from a spectrum of socio-economic backgrounds, ages, and ethnicities. Furthermore, we actively formulate strategies to identify and eradicate biases from our datasets. This ensures the generalization of our models, with any biases in the data being purged during the training phase.
3. This policy will remain unchanged. We will continually monitor and update it as necessary.
While the fundamental text of our policy will remain constant, we recognize that ethics evolve over time in response to changes in the world around us. When amendments to our policy are necessary, we will openly append them to the document’s end, accompanied by dates and explanations. This approach ensures transparency, allowing stakeholders to consistently understand our stance and values.