Founder/Head of Communications and Strategy, Carpe Diem Solutions, Edward Israel Ayide, has urged Brand journalists to continually probe how the rights of consumers are being protected especially in this era of Artificial Intelligence (AI).
He noted that one of the major focuses of brand journalists should be how to empower consumers to make informed decisions while providing clear and accurate information about what they consume.
Israel Ayide added that brands owners and governments should ensure there is transparency about data collection and privacy practices.
He made the call during the annual Consumer Right Day lecture organized by the Brand Journalists’ Association of Nigeria (BJAN) at Nigerian Breweries building, Abebe Village, Iganmu Lagos with the theme: “Fair and Responsible AI for Consumers.
Ayide further stressed that some people who make use of AI are not aware that technology is not flawless, they are not aware that it is prejudicial, because of the human bias element. AI is programmed by humans. So consumers need to be informed about the kind of personal information they feed into it while using it. It has limitations and doesn’t have all the answers; there is the human problems angle.
His words: “The potential benefits are profound. By earning consumer trust, we forge meaningful, enduring relationships between businesses and those we serve. We also create a digital environment where innovation flourishes alongside a profound respect for consumer rights and well-being. As technologists, business leaders, and advocates, we must all commit to building a future where AI serves society equitably, works to empower individuals, and operates within a robust framework of ethical principles.”
“Transparency has become paramount. Companies must now clarify how AI systems operate, how data is used, and how AI-powered decisions are reached. This openness empowers consumers with understanding and fosters a vital sense of agency. Efforts like Microsoft’s “Map, Measure, Manage framework” exemplify how transparency can strengthen brand loyalty”.
On the role of marketing professionals and the media, he advised that they play a vital role in championing responsible AI practices by ensuring that AI-driven initiatives align with ethical standards and consumer expectations. They can also advocate for transparency, fairness, and accountability in AI deployment, guiding decision-making processes to prioritize consumer trust and privacy.
“Brand Journalists should ensure that they educate the public on what the government and brands are doing to ensure data practices and transparency of the consumers. There should be collaboration between brands, media, marketing communication professionals and government in ensuring that the rights of consumers are protected. As a media professional your role is to investigate, ask the right questions to ensure that inventors who make these tools are considering that consumer privacy is protected.”
“There should be transparency, fairness in the use or implementation of AI, marketing communication professional role is to educate, inform and let people know the good and bad sides of these technologies. Consumers should be aware of the flaws, the opportunities they threats. Brands should also ensure that they are covering all their bases, they’re ticking all the boxes and ensuring that regulations are being incorporated into the products consumer.”
He added that brands should create room for feedback so that consumers can ask questions on how their information is used.
