Innovating with a purpose: how ethics turns artificial intelligence into a competitive advantage
Carlos R. Larrea Cruces, Business Development Manager at Innova-tsn. Published in Marrón y Blanco.
A few years ago, after a long day’s work, a billboard caught my eye. It showed the image of a sprinter on the starting line, taut as a bowstring, ready to break a world record. However, there was one detail that made the scene unsettling: the athlete was wearing high heels.
The runner’s power and discipline were unquestionable, but one only had to look at his feet to sense the outcome: as soon as he applied all his strength to the unstable surface, a fall was inevitable.
This contrast serves as a metaphor for what is now happening with artificial intelligence. Many companies are investing in this type of solution with the expectation of gaining competitive advantages, but if the ethical component is not taken into account in their development and application, that momentum can become a risk that compromises the viability of the business project.
Without ethics, artificial intelligence is meaningless
Contrary to what many may think, regulation and innovation go hand in hand. A regulatory framework that levels the playing field is essential to ensure that technological progress does not curtail privacy and citizens’ rights.
The European law on Artificial Intelligence (EU AI Act) is the first legal framework on this issue. It addresses its risks and puts Europe in a leading position globally. Thus, the Union has identified eight principles that any system must respect: protecting the privacy of personal data, guaranteeing security against attacks or misuse, being reliable according to its purpose, ensuring fairness and justice, being able to offer explainability and interpretability of its results, maintaining transparency in its functioning, attributing responsibilities in a clear manner, and promoting social and environmental sustainability.
These tasks are not simple boxes to tick, compliance with each of these principles requires the whole organisation to be involved. Each level has to play its part, working in synchronisation so that the company can realise the full potential of artificial intelligence.
Understading: the only way to obtain responsible AI
The path towards responsible artificial intelligence includes, among other aspects, how and why it makes decisions. Algorithms are like runners running at high speed. If no one stops to observe them and correct their trajectory, speed, stride, etc., it is impossible to identify obstacles or avoid stumbling.
This is where explainability and transparency come into play. These features allow us to know the logical process behind every decision and ensure there is no bias. Thus, only when all the components of an organisation understand the functioning of the AI systems relevant to them, is it possible to make informed decisions, prevent risks and ensure innovation becomes a competitive advantage.
The true advantage is not AI but its reliable and responsible application
Developing an unbiased, appropriate AI system trained to meet every company’s business needs is not straightforward but it is fundamental. No matter how powerful a solution may be, if we cannot guarantee compliance with the minimum requirements set out in the EU AI Act, it is useless.
Investing in transparency, reliability, fairness, security, etc., means building a solid competitive advantage.
However, this is not built overnight. It requires every area of the organisation to understand its role in creating and overseeing systems, data to be managed properly, and clear processes to audit, correct, and improve models. A company that succeeds in integrating these principles into its culture not only reduces legal and reputational risks but also strengthens its ability to innovate and make informed decisions. Thus, ethics becomes a strategic asset: a tangible element which has a direct impact on the organisation’s sustainability, competitiveness and credibility in the eyes of customers, employees and partners.
Data governance, an essential factor
Without data, there is no artificial intelligence. Data governance is a must for any company that wants to implement AI models within its organisation. The way data are stored, who has access to them, how they are processed or how sensitive information is protected are only some of the essential aspects to ensure proper data governance.
Ensuring proper governance helps prevent bias, errors and operational risks before they affect AI systems and makes it easier for AI results to be ethical, accurate and defensible.
Nevertheless, not only does data governance protect the integrity of AI models but it becomes a strategic element which defines the organisation’s ability to innovate in a safe and responsible manner. Good data management and information allows the company to ensure traceability of every automated decision, facilitating internal and external audits, reinforcing transparency and trust for all stakeholders: from customers to regulators.
It also makes it possible to respond quickly to any incident, preventing errors or leaks from affecting the reputation or operations of the business. Conscious data management ensures that AI is not only powerful, but reliable, fair and aligned with corporate objectives. In an increasingly digitalised and competitive environment, data governance becomes an essential requirement.
In the end, artificial intelligence is not just about power and speed. The difference between falling and reaching the finish line lies in preparation, discipline and attention to every detail. Like the sprinter who trains for four years to run nine seconds, every aspect counts, and ethics and accountability are a must.
