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How to use AI through a values-driven lens

Let’s face it. We live in a digital age. Technology is getting smarter, but will it outsmart us eventually?

Many functions and jobs that were done by humans are now being replaced by machines.
B2Bs and NFPs are increasingly turning to AI-powered chatbots like ChatGPT to create content and streamline their customer service operations. 

But is this the right move? Does the usage of artificial intelligence jeopardise a company’s values? 

Are there ways to use AI ethically that align with your company’s values?

This piece will consider the pros and cons of using artificial intelligence, how to use it in a way that aligns with your business’ values, and what companies can do to ensure full transparency and accountability while using AI. 

AI in Customer Service Operations

Many B2Bs and non-for-profits have already integrated AI-powered chatbots into their customer service operations. This in itself is not inherently bad, as chatbots can save time and resources for businesses. 

Moreover, using chatbots can actually increase the frequency of interactions businesses or organisations have with their customers. This might actually serve to improve the customer’s journey.

ChatGPT is also able to understand natural, conversational language and performs well in responding to customers swiftly and accurately.

However, before jumping full-force into AI-powered tools, companies need to ensure that they’re honouring the values they stand by. 

More often than not, this means being transparent with customers that you are indeed using an AI-powered chatbot and explaining how it works. Customers deserve to know whether or not they are interacting with a human. 

Further, if ChatGPT generates an answer that is not in line with a company’s values, that company should take full accountability of the response and correct their mistakes immediately.  

B2Bs and NFPs also need to make sure the technology they’re using is unbiased and fair. AI should not be used to discriminate against certain groups of customers or individuals. 

By paying attention to the training data applied to ChatGPT, businesses can ensure that this data is diverse and representative of their customer base.

Finally, ChatGPT shouldn’t by any means be used to deceive or mislead customers. This means that B2Bs and non-for-profits should seek consent from customers before ChatGPT collects their data. 

Even with all of these precautions, it should be noted that chatbots have their limitations. Sometimes customers have specific requests, or run into complex problems that only can be solved by interacting with a real person. 

Using ChatGPT for Content Creation

ChatGPT now has the ability to generate high-quality content and offer itself as a tool for B2Bs in their content creation processes. It might be tempting to utilise AI as much as possible for your content creation needs. 

But there are important factors to consider in using ChatGPT ethically, and with a value-driven approach. 

First, B2Bs and NFPs should state clearly if their content was produced by AI-technology, either by posting a disclaimer or labelling content as “AI-generated.” Being transparent about this will help generate readers’ trust.

Second, using ChatGPT runs the risk of generating content that is inaccurate or downright untruthful. Businesses should be vigilant in reviewing AI-created content to make sure it is factual.

Third, and perhaps most importantly: artificial intelligence still falls short in telling stories. Sure, ChatGPT can streamline content creation and produce more of it, faster. It cannot, however, weave stories together from personal experiences or produce wholly unique content, since all of its knowledge is based on content that is already out there. 

Storytelling is perhaps the most powerful tool in connecting with donors or customers. If businesses or organisations are committed to engaging with their customers authentically, replying solely on AI won’t get the job done.


AI has the potential to drastically change the way B2Bs and NFPs serve their customers and create content.

Still, relying exclusively on AI-tech such as ChatGPT would be a grave mistake. Human oversight and input will always play a big role in ensuring content is pertinent for a business’ target audience and that customers get all of their needs met.

Furthermore, increased use of ChatGPT can put good writers out of work, and that might drastically affect the job market. 

Overall, customers want to feel seen and heard. To some extent, AI can help make that happen. But real connections can only happen through human interactions.

By always acting through a value-driven lens, B2Bs and NFPs will tread a more ethical path and make sure that above anything else, they’re putting their customers first. 

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