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Insights by PwC



Ethical AI: Tensions and trade-offs

Creating and maintaining ethical artificial intelligence products is the cause du jour, but while the intentions are good, operationalising them is a lot harder. Companies must consider context and compromise as they expand their use of AI.

This article is part of PwC’s Responsible AI initiative. Simply fill in the short form to visit the Responsible AI website for further information on PwC’s comprehensive AI frameworks and toolkits - including tools for assessing AI sensitivity, algorithm manipulability and system security.

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Winning with a data-driven strategy

The entire ethos of Spanish hotel chain Ilunion is built on innovation, and its most powerful tool for solving problems is now data. In January 2017, Ilunion started giving detailed information about the company’s bookings and revenue to managers and staff so that they could make smarter decisions. The company’s system consolidates more than 12 million data points from different sources and presents it via user-friendly dashboards.
For example, a pricing analytics tool recommends changes to room rates based on real-time supply and demand. Another dashboard shows key metrics such as revenue, average room price, and occupancy rates for each hotel, segmented by market and channel.

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Robust and secure artificial intelligence: A primer for the C-suite

So you’ve invested in artificial intelligence (AI). The first questions your board may ask will likely be related to what it can do, how will it improve business processes, save money or provide greater experiences for customers. However to be responsible there are two questions that should be asked first:

Will it perform as intended at all times?

Is it safe?

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Data goes in, answers come out. But how?

If AI is to gain people’s trust, organisations should ensure they are able to account for the decisions that AI makes, and explain them to the people affected. Making AI interpretable can foster trust, enable control and make the results produced by machine learning more actionable. How can AI-based decisions therefore be explained?




PwC Contact Details

Frans Murray
Partner | Financial Services | IT Risk Assurance

Office: 011 797 4000
Mobile: +27 (0) 83 255 6423
Email: frans.m@pwc.com 

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Steve Killick
Africa Data and Analytics Leader and Banking Consulting Leader

Mobile: +27 (0) 82 459 7813
Email: steve.killick@pwc.com


Eric Jenkins
Associate Director | Data Management and Governance | Banking & Capital Markets
Office: 011 797 4832
Mobile: +27 (0) 84 445 5554
Email: eric.jenkins@pwc.com



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Giridhar Joshi
Analytics Transformation Lead

Office: 011 797 4199
Mobile: +27 (0) 78 775 5944
Email: giridhar.joshi@pwc.com

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