TECHNOLOGY & DATA
Making the most of AI without accident
The potential for artificial intelligence (AI) to give cleaning businesses a competitive edge is very real, but there are risks too, especially for personal data. Luke Dixon, Head of Data and Information at Freeths, outlines the opportunities and how to avoid the pitfalls when using AI in your business.
AI can improve the performance of robotic cleaning machines, making them more autonomous and efficient. AI has great potential in terms of sales and marketing. For example, crunching sales data to have a focused outreach. AI can guide social media marketing campaigns to target the most fruitful leads, later reviewing the outcome, further refining the process.
AI can improve customer relationships by offering 24/7 support through chatbots. All of these examples collect and process data which you have to handle carefully – there have been concerns about the data that robotic cleaning machines capture and how secure it is.
Protecting data when using AI:
1. Involve relevant stakeholders Before you roll out an AI opportunity, you need to get a number of people onboard, including legal counsel and compliance, so you can take advantage of the benefits and use appropriate protections.
2. Know your responsibilities
AI systems are likely to include lots of personal data and will be regulated by the UK general data protection regulation (GDPR). Whether you’re a controller or a processor of the data will determine your responsibilities under UK GDPR.
3. Be clear about lawful basis
Controllers need to know the lawful basis for processing data. GDPR sets out six options including performance of a contract, consent and legitimate interest. Knowing where you sit within the AI process matters – the selection of the lawful basis depends on it.
4. Minimise data processed
GDPR requires you to only process data you need. When you’re feeding in training data sets, think about how much data you really need. The more data you’ve got, the more is susceptible to a data breach.
5. Consider a Data Protection Impact
Assessment (DPIA) A DPIA brings stakeholders together to identify the risks in processing data and to work out ways of mitigating that risk. A DPIA helps to get the benefits out of a system without incurring too much risk.
42 | TOMORROW'S CLEANING 6. Tell your customers
Where you’re going to be using AI systems, you need to provide your customers (or the data subjects) with privacy notice information, which informs them about how you’ll be using their data, including whether you’ll be sharing it or processing it for a given purpose, and that you’ll be doing it on a lawful basis.
7. Think about data rights
GDPR gives people access and rectification regarding personal data. You’ll need to work out how you can respond to data subject access requests and requests for correction, and what impact an erasure request might have on your system.
8. Keep systems secure
For each AI system you have, think about the data inputted, the level of risk if that data is no longer secure and how secure you can make it. An AI system might be higher risk than other software because there might be more third- party code in the system, longer software supply chains and new types of attack.
9. Be clear about chatbots
Chatbots can make your company more available to customers, but it must be clear when customers are talking to one by using appropriate legal disclaimers. Think about where the liability lies for a chatbot that says something that it shouldn’t.
10. Understand the limitations
AI systems are only as good as the training data they’re based on. If that data is biased or inaccurate, the outputs might be biased, unfair or inaccurate.
For advice on your responsibilities in terms of data and information when using AI, contact Luke Dixon at Freeths.
www.freeths.co.uk
twitter.com/TomoCleaning
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