Does artificial intelligence pose a threat to your business, or is it an opportunity for its more dynamic growth? The massive advancement of generative AI and automation has made its role indispensable in the digitalization process. However, artificial intelligence goes beyond cost savings and innovation. In today’s article, we’ll explore the potential threats and discuss strategies to tackle the challenges associated with AI in business effectively. Read on.

What are the risks of AI?

Artificial intelligence is becoming an increasingly popular and necessary tool to stay competitive in the market. It helps companies in various aspects of their business – from analyzing the effectiveness of digital training to automation solutions and streamlining website and application development.

Despite its enormous potential, there are also growing concerns about potential threats. Ethical dilemmas, possible privacy violations, and the risk of abuses associated with unclear data usage policies by AI providers are among the issues that can pose problems. Let’s take a closer look at them to understand what measures we can take to protect our company against potential attacks.

Ethics and risks of AI

Using AI in business can cause ethical issues, such as:

  • discrimination – for example, gender bias,
  • a lack of transparency in the decision-making process, or
  • user manipulation.


The problem of gender or racial discrimination comes up quite frequently when using AI to automate recruitment processes. Artificial intelligence learns through repetition. Therefore, if certain characteristics, such as education, age, or gender, are mainly associated with a particular position, AI may favor applicants whose data aligns with those criteria. Even if no one within the company intentionally set such selection criteria, AI can discriminate against other candidates.

A lack of transparency

The second problem is a lack of transparency in decision-making processes, such as insurance pricing or creditworthiness assessment. It is associated with the reasoning methods used by large language models. These models rely on so-called deep learning. They are highly effective when solving complex problems, however, the way they work is often referred to as a “black box” as it is difficult to interpret and explain.

It happens that the criteria behind decisions made by AI are unclear to people. This makes them question their reliability and ethics. In such cases, the use of AI can lead to:

  • declining trust among customers,
  • losing credibility in the eyes of employees and investors, and
  • damaging your brand image.


The third issue related to AI and ethics is the concern about manipulating user behavior. Artificial intelligence is more and more often used for personalizing and hyper-personalizing content, ads, and products. To make it effective, companies collect and analyze huge amounts of customer data. This lets them reach their target audience successfully.

However, the same technology can also be used for influencing users’ choices and decisions in an unethical way, for example by:

  • exposing users to content that reinforces their existing beliefs, creating so-called “filter bubbles,”
  • giving an illusion of choice, and even
  • intentionally misleading them.

To avoid such ethical dilemmas associated with AI in business, companies should strive to build more transparent, responsible, and fair AI systems by:

  • implementing principles of fairness and non-discrimination,
  • ensuring proper oversight of decision-making processes,
  • promoting education and ethical awareness among employees responsible for the development and implementation of AI technologies.

Collaborating with experts in ethics and regulations, as well as engaging in dialog with stakeholders, can also contribute to building a more ethical approach to the use of AI in business.

Privacy threats

The use of AI in business can lead to violations of customer and employee privacy. For example, AI systems that analyze customer data to personalize offers may accidentally disclose sensitive information. Therefore, it’s important to:

  1. establish the principle of data minimization – that is, collect only the necessary data, avoid collecting excessive amounts of information, and delete it when it is no longer needed.
  2. anonymize data – use data anonymization techniques, such as generalization, pseudonymization, or aggregation to minimize the risk of revealing the given person’s identity.
  3. implement Privacy by Design (PbD) – when designing AI systems, consider privacy protection from the very beginning. Such an approach can help identify and minimize the risk of data breaches.
  4. set access and security policies – restrict access to data by establishing user permissions based on roles, as well as encrypting and monitoring data to protect it from unauthorized access.
  5. comply with data protection regulations – ensure compliance with the General Data Protection Regulation (GDPR) in the European Union.
  6. be transparent and responsible – inform your customers and employees about the objectives and methods of processing their data, as well as privacy protection measures.

To sum up, privacy risks associated with the use of AI in business can be minimized by implementing practices that prioritize data protection and anonymization, as well as through education and promoting responsibility.

Tips to mitigate risks of AI

Artificial intelligence can be used for illegal purposes, such as:

  • cyberattacks,
  • fraud, or
  • information manipulation.

It’s therefore important to take adequate security measures to avoid potential abuse. Despite the risks mentioned above, many companies successfully use AI in a responsible manner. Implementing artificial intelligence can bring several benefits, such as increased efficiency, time savings, and the ability to provide more personalized services.

To minimize the risks associated with the use of AI in business, you can employ the following strategies:

  • develop clear ethical guidelines for the use of AI in the company to avoid unfair practices and discrimination,
  • ensure that data and information systems are properly secured to protect the customers’ and employees’ privacy, as well as prevent abuse,
  • implement audit and control systems to monitor AI performance and take corrective action in case of errors or ethical non-compliance.

Is there anything to fear about the risks of AI?

flow-automation” target=”_blank” rel=”noopener”>AI in business brings both benefits and threats. Just like with any advanced tool, the key to success lies in taking a responsible and informed approach when using it. This is the only way to mitigate the risks effectively, as well as to maximize the opportunities that this technology offers.

Don’t resign from using AI just because of the associated risks of AI. Instead, think about how AI can support the growth of your business. Also, seek expert advice to implement AI ethically, prioritizing privacy protection and safeguards against its misuse.

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What are the risks of AI? Is there anything to fear? | Digitizing your business #27 andy nichols avatar 1background

Author: Andy Nichols

A problem solver with 5 different degrees and endless reserves of motivation. This makes him a perfect Business Owner & Manager. When searching for employees and partners, openness and curiosity of the world are qualities he values the most.

Digitizing your business:

  1. What is business digitalization?
  2. How to avoid the pitfalls of digital transformation?
  3. Balancing digital transformation with data security
  4. Digital marketing
  5. Digital financial management and online accounting
  6. Managing digital teams
  7. Digitalization in industry
  8. Digital training and induction
  9. Cloud vs server. Pros and cons
  10. XaaS and subscription business models
  11. Cloud computing
  12. The future of digital enterprises
  13. The cloud and artificial intelligence
  14. What XaaS services to use when running a business?
  15. Microservices and APIs
  16. RPA vs API. How to choose the right automation strategy?
  17. Best-of-breed vs all-in-one. Which is right for you?
  18. All about workflow automation
  19. Top 5 no-code tools your company needs
  20. How to build business applications and websites using AI?
  21. Gamification in the workplace
  22. Gamification in business
  23. Gamification and customer experience
  24. What are disruptive technologies?
  25. The impact of disruptive technologies on business
  26. How to introduce business change wisely?
  27. What are the risks of AI?
  28. Nurturing digital culture. Balancing change and identity
  29. How to build an innovation culture in the workplace?
  30. What is a digital mindset?
  31. Frontline workers in the era of digital transformation