Can Your AI Use the Customer Data You Already Have?
AI Impact tracks customer consent, maintenance knowledge and how AI could expand the role of medical devices.
Companies may have existing customer data for AI initiatives, but they may encounter challenges due to permission issues. Adam Binks, CEO of Syrenis, has observed companies delaying AI projects for months due to confusion over existing customer permissions. In a case study, a retailer had years of customer contact data but discovered that the permissions collected for an earlier campaign did not extend to the new AI system's intended use.
To resolve this, the retailer had to go back to customers, clarify the new purpose, and relaunch with a smaller audience. Binks emphasized the importance of understanding why data was initially collected, how it was presented to customers, and whether the new application aligns with the original consent. He noted that different business units often use separate platforms for customer data, leading to inconsistencies.
Moreover, a customer's permission change may require updates across various systems such as CRM software, marketing platforms, analytics tools, and even external processors. To ensure AI workflows comply with current consent states, Binks suggests that systems should verify the updated consent before using data or taking actions.
Lastly, he highlighted the need for clear boundaries when it comes to actions taken by AI systems, emphasizing that responsibility for these controls should be shared among privacy, technology, and marketing functions.
Written by urgent.news from Newsweek's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
