The world is rapidly becoming more digitally interconnected, and the influence of technology has infiltrated every aspect of our lives. From how we communicate and work, to how we shop and entertain ourselves, technology plays a pivotal role everyday. As its influence and impact grow, so does the need for businesses to wield it responsibly, using it as a force for good. At NextUser, we believe that our comprehensive marketing solution emphasizes responsible technology use. Let’s discuss how the power of technology for good can be leveraged in our everyday business life.
Bridging technology and ethical principles
Ethics have become one of the greatest concerns of consumers, in a world where they sometimes feel disrespected by companies and governments. At NextUser, we are committed to enhancing the customer experience while maintaining a clear focus on the ethical use of technology. The company’s solution, which leverages user data to deliver highly personalized experiences across various marketing channels, integrates with over 60 vendors and provides in-depth insights into user behavior, demographics, psychographics, and consumption patterns. We resolutely advocate augmenting humanity (through AI), respecting data ownership, and endorsing transparency – all crucial elements shaping the present and future digital era.
Our interpretation of augmenting humanity encapsulates the ethos of employing AI and automation to boost human potential, not replace it. Our solution harnesses the power of AI to compile and analyze vast amounts of user data, a task unfaisable by human capabilities at the same scale or speed. According to a report by McKinsey Digital, generative AI has the potential to generate $2.6 trillion to $4.4 trillion in value across industries (based on 63 case studies). We capture this sentiment perfectly, both for ourselves and our clients. In fact, we use insights derived from AI to facilitate human-led decision-making, strategy formulation, and creative endeavors, reinforcing the concept of technology as an instrument that enhances human abilities, not a substitute for human skills and intuition.
Respecting data ownership
In the realm of big data, issues revolving around data privacy and ownership have surged to the forefront, and companies are sometimes seen as Big Brothers collecting and using consumers’ data without limits. Recognizing this, we emphasize secure and responsible data handling. A study by IBM revealed that 75% of consumers will not buy a product, irrespective of how desirable, if they do not trust the company to protect their data.
Transparency is the third cornerstone of our operations. In contrast to the ‘black box’ nature of many AI algorithms, NextUser’s algorithms offer clear, comprehensible insights, enabling businesses to understand how the platform reaches its decisions. Customers tend to be more loyal to businesses that are transparent. NextUser’s commitment to transparency empowers our clients to trust the data and resulting insights, nurturing a more trusting, mutually beneficial relationship.
Companies can have a positive impact on the way they are perceived – Cisco Consumer Privacy Survey (2019)
Impact on sustainability
Companies can demonstrate the power of technology for good is by showing how their solutions could have a positive impact on sustainability and, globally, the environment. There is always more to be done, but each advance has a positive externality the path to respecting more the world we live in.
NextUser’s real-time personalization feature, for instance, equips companies to tailor their marketing messages to individual customers. This targeted approach reduces the volume of redundant or irrelevant messages, saving resources and curbing the digital carbon footprint due to decreased data processing and energy consumption. Furthermore, the AI-powered insights provided by our solution also underpin sustainability. By affording a deeper comprehension of customer behavior and preferences, businesses can design products and services that genuinely cater to customer needs, thereby reducing waste associated with unwanted or unused products. In 2023, we also created a new color palette matching and product recommendations solution for the beauty industry, with the aim of encouraging sustainability through informed purchases, remote expert advice and zero testing costs.
Moreover, a report by the World Economic Forum highlighted that over 66% of consumers make purchasing decisions influenced by environmental considerations. NextUser’s insights into consumption patterns can help businesses tap into this trend, promoting sustainable practices like eco-friendly purchasing decisions.
Used wisely, technology can have a positive impact on sustainability (for both companies and consumers)