Ethical AI is the foundation of trust in every customer experience.

As AI becomes more embedded in customer journeys, it has to be built responsibly: fair, transparent, and with real human oversight. The biggest risks aren’t just hallucinations, but also biased data, opaque decisions, and over-automation without a clear path to a human. For me, a key piece of transparency is knowing where answers come from and who authored and maintains the knowledge base, because that’s what makes accountability real. In the EU context, this also maps to the AI Act’s transparency expectations, including clearly informing users when they are interacting with an AI system.

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