... so they can leverage the considerable benefits to be gained through greater knowledge of their customers, explore new markets, and counteract new, AI-driven companies that might seek their market share.
To extract the benefits from AI while mitigating the risks, companies must ensure that they are sufficiently agile so they can adopt best practices to create responsible transformation with AI.
Some studies show that people want to believe that the products they buy support their values. Other studies found the opposite and even dismissed the idea of the ethical consumer.
However, a review of existing research on consumer morality identified weaknesses in how previous studies assessed morality. As a result, a recent study tested a new way of consumer morality and found that morality does matter but that consumers interpret morality differently from researchers.
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