Sustainable AI is sensible business

SUSTAINABLE AI | TEXT: DAVID J. CORD

Artificial intelligence can boost profits, make customers happier and improve sustainability. But it can also have unintended consequences.

“AI is a tool. It has neither responsibility nor ethics,” says Anna Metsäranta, Solita’s Head of Sustainable AI. “Organisations need to understand what they are doing with AI and to assess the impacts their algorithmic systems have.” The goal is to create sustainable AI. “For us at Solita, sustainable AI refers to creating and using trustworthy AI systems that deliver long-term value to business, people and the environment,” Metsäranta says.

EU decision-makers are also thinking about this. The proposed EU AI Act aims to regulate AI systems that could cause significant harm to people in certain high-risk areas, such as employment, education or critical infrastructure. The proposal takes a broad view of what is considered AI, not limiting the scope to machine learning. Metsäranta says some companies could find the software solutions they use will be regulated as AI systems, even if they don’t consider them as such.

A company which has implemented sustainable AI practices has a significant advantage in recruiting the best people.”

– Anna Metsäranta, Head of Sustainable AI, Solita.

Solita has conducted a study with 26 organisations about their sustainable AI views and activities. While many companies have devised ethical AI principles, almost no one has established practices to ensure AI is used sustainably.

“It isn’t just about appointing someone to be in charge of responsible AI,” Metsäranta explains. “Companies need to create organisational structures and a culture of making sure AI is developed and used responsibly. Principles must be put into practice.”

Interdisciplinary collaboration is key. AI can’t be left to only engineers and data scientists, but economics and human sciences must also be involved. For example, sociology, psychology and anthropology play vital roles in understanding the social impacts of AI systems.

Improving the sustainability of AI shouldn’t be viewed as yet another risk to be managed, yet another cost to be budgeted. In fact, sustainable AI can be a significant competitive advantage for companies.

“Many of the best talents in the field want their skills to be used for good,” Metsäranta says. “They don’t want to work for a company who uses AI unethically. A company which has implemented sustainable AI practices has a significant advantage in recruiting the best people.”

Investing in sustainable AI practices can also improve brand reputation and customer loyalty. Such practices aim to improve transparency and accountability, lower risks and reduce costs. Even investors increasingly ask what mechanisms a company has in place for sustainable AI before they are ready to invest.

“We need to start now,” Metsäranta emphasises. “If you are interested in learning more about how Solita can help you with sustainable AI, please get in touch.” www.solita.fi