The rise of Artificial Intelligence (AI) has ignited a passionate debate, with voices ranging from apocalyptic warnings of human obsolescence to utopian visions of a technological paradise. While these discussions are important, they can also be distracting for organizations seeking to harness AI’s potential in a meaningful and responsible way.
At Awaken Group, we believe that the key to navigating this conflict lies in looking inward. Organizations must ground their AI strategies in their core Purpose: their vision, mission, values, and overarching strategy. By doing so, you unlock your potential to drive revenue growth, expand market share, accelerate time-to-market, optimize costs, and ignite breakthrough innovation—all while ensuring ethical AI practices. This approach future-proofs your business by creating a roadmap for AI that delivers both immediate impact and sustainable long-term value.
A framework for aligning AI to your organizational purpose
Aligning AI with Purpose
By aligning AI initiatives with their Purpose, organizations can ensure that their use of technology is not only innovative but also purposeful. This means defining clear objectives for AI implementation, whether it’s improving efficiency, enhancing customer experiences, or driving social impact. When AI is viewed as a tool to further an organization’s mission, it becomes less about replacing humans and more about augmenting their capabilities.
One example is Unilever, a company whose purpose is to “make sustainable living commonplace.” This commitment is reflected in their industry-leading AI adoption. Hourglass Red 0, one of their cosmetics brands, utilized AI-powered computational models to develop a vegan alternative to carmine, ensuring both animal welfare and product sustainability. Additionally, Unilever’s purpose-driven approach extends to its ice cream business, where smart freezers powered by AI optimize inventory management and reduce energy consumption.
Addressing Ethical Concerns
The ethical implications of AI are complex and multifaceted. Issues like bias, transparency, and accountability must be carefully considered to ensure that AI is used in a way that benefits both individuals and society as a whole.
There has been no shortage of AI-related scandals, including recruitment tools that actively discriminate against women to AIs being trained on your likeness and data without your consent. These have resulted to lawsuits, millions of dollars wasted and the potentially irreparable loss of customer trust with the brand. The risks are clear and as such a clear way forward is critical.
By integrating ethical considerations into their AI strategies from the outset, organizations can proactively address potential risks and ensure that their use of technology aligns with their values
BMW has implemented a strict code of ethics for their AI development, emphasizing transparency, fairness, and accountability. They’ve also created an “AI Ethics Board” to oversee their AI initiatives and ensure they align with ethical principles.
Similarly in retail, Walmart has implemented “responsible AI principles” that guide their AI development and deployment. These principles focus on transparency, fairness, privacy, accountability, and reliability, ensuring that their AI systems are used ethically and responsibly.
The Role of Leadership
Leadership plays a crucial role in navigating the AI landscape. The successful integration of AI requires more than just technological expertise; it demands strong, ethical leadership. They must foster a culture of responsible innovation within their organizations, where employees are encouraged to question assumptions, challenge biases, and explore the broader implications of AI.
JPMorgan Chase CEO Jamie Dimon has taken this charge. The banking giant now has more than 2,000 AI/machine learning (ML) experts and data scientists and is using AI in more than 400 specific cases including marketing, fraud and risk. As Dimon sees the potential for AI, he acknowledges that there will be “extraordinary” consequences.
“Over time, we anticipate that our use of AI has the potential to augment virtually every job, as well as impact our workforce composition. It may reduce certain job categories or roles, but it may create others as well.” says Dimon in their 2023 Annual Report.
“Clearly, AI comes with many risks, which need to be rigorously managed.” he adds, emphasizing the need to “maintain the highest ethical standards [and transparency] in how AI helps us make decisions [such as] to counter bias among other things.”
Dimon’s decisive actions and candid statements are lessons in transformative leadership in the AI era, balancing bold adoption with a keen awareness of potential risks.
A Human-Centered Approach
Ultimately, the most successful AI implementations will be those that prioritize human needs and well-being. Leaders can achieve this by designing AI systems that are transparent, explainable, and accountable, while ensuring that humans remain at the center of decision making, even while leveraging AI’s insights and recommendations.
Some inspiring examples include P&G’s Olay Skin Advisor app that uses AI to analyze selfies and provide personalized skincare recommendations, catering to individual skin types and concerns. The app successfully uses technology to create a very human service while also potentially disrupting the cosmetics industry by reimagining how people explore and purchase skincare products.
Unilever has similarly focused some of its efforts internally, leveraging AI to improve employee well-being and mental health. Their “Unilever Wellbeing Hub” uses AI to provide personalized recommendations for physical and mental health activities, stress management techniques, and access to mental health resources. The hub is not just a testament to Unilever’s care for its employees; it’s a tangible investment in their well-being that fuels productivity and performance–one that has clear returns for the company.
The Path Forward
The debate between AI as savior or destroyer is unlikely to be resolved anytime soon–and frankly pointless (AI is simply a tool). Organizations cannot afford to be paralyzed by this uncertainty. By focusing on their Purpose and adopting a human-centered approach, they can chart a path forward that harnesses the power of AI while upholding their values and ethical responsibilities.
The key to unlocking AI’s potential lies not in predicting its ultimate impact but in aligning its use with our collective aspirations. By grounding our AI strategies in our Purpose, we can create a future where technology serves as a force for good, empowering us to build a brighter future where everyone thrives, companies and economies flourish, and our planet is protected.
If you’re ready to explore how Purpose can shape your organization’s AI strategy, reach out for a conversation.