Introduction
Autonomy
Transparency
Non Maleficence
Justice
Beneficence
Takeaways
Autonomy

Transparency

We strive to be as transparent as possible with our digital offerings.

Open communication about the use of data and algorithmic systems is essential. We want to inform others about our intentions and behavior. Three principles will help us achieve this transparency.

We can trace the origin of our data.

We pay attention to where our data comes from, how we link it, and how it is further processed. We want to be able to record and communicate the history of the data. Furthermore, we are committed to using data from qualified and verified sources.

Traceability

We enable interactive communication.

We seek interaction with the users of our digital services and make sure they can contact us directly. In addition, we let them raise issues and concerns and take these seriously.

Interactivity

We ensure that our digital offerings are comprehensible.

We explain our digital offerings in such a way that they are easy to understand. This means that whenever we meet people who use our digital offerings or decide whether to use them, we pay attention to their social and cultural backgrounds. Then we adapt our communication accordingly.

Comprehensibility

Meet Milena

Milena is an Innovation Manager in Global Operations. Her job is to leverage new technologies to develop innovative solutions that increase operational efficiency.

While developing ideas for products that use language technology, Milena recognizes an opportunity.

A virtual voice assistant could support the customer service team by taking care of simple questions with standard answers.

The main benefit of the voice assistant would be increased efficiency and more time for the customer service team to focus on complex issues.

If a customer's issue is too complicated for the voice assistant or isn't standard, the caller can still be transferred to a human.

Let's think about this for a second

When customers call the support hotline, who do they assume they will be talking to in the end?

Probably a human
A
Probably a machine
B

Please answer the question above to move on.

Milena realizes that most people will expect to talk to a human. Unknowingly talking to an automated assistant could, however, create some awkward situations.

Customers might even get irritated with the assistant.

Milena remembers to apply the principle of transparency. She makes sure customers know they're talking to a machine by playing an automated message at the beginning of the call.

It is also important to note that the voice assistant will not be able to handle all requests customers throw at it.

Let's use our imagination for a second

How good do you think voice assistants are at:

dealing with different dialects or accents

dealing with emotions

referring to helpful articles

adapting their vocabulary to a person's background

standardizable requests

going through predefined questionnaires

dealing with questions, they've never encountered before

helping with non-standard requests

dealing with common issues

Not so good

or

Very good

Please drag the cards into the correct slot to complete the quiz.

Milena is aware of these limitations and ensures users can easily switch to a conversation with a human. She also tells them how to do this at the beginning of the call and trains the voice assistant to offer human assistance if it suspects a lack of clarity.

In this way, interacting with the automated assistant is accessible and helpful instead of frustrating. In addition, users know how to use the assistant correctly. Good job, Milena!

Next lesson
Non Maleficence