Artificial intelligence. Human head outline with circuit board inside, AI

By Teodora Gavrilut, COO at Creatopy

As a society, we’re brilliant at curbing industries before they get out of control and cause a problem. Look at tobacco and asbestos. Both nipped in the bud.

Except of course, we didn’t get ahead of those problems. And while there are constant discussions around how we will ensure AI is controllable, regulated and used to build a better world rather than a worse one, I doubt these will be any more fruitful than discussions and campaigns in other scenarios. The EU has taken steps towards regulation, but of course this has no impact on the wider global landscape, though it could certainly put some boundaries in for EU businesses and developers.

More serious perhaps though will be consumer fears around AI once they realise what it does. Advertisers were happy for consumers to stay in the dark around how they use their data, and now that Apple is asking them for permission to carry on – they’re saying no.

However, AI is now a reality: it is already everywhere, and in future it will be in every part of our lives, from home to work to our favourite local takeaway. As individuals and businesses we can ensure that we are not part of the problems facing AI in some very simple ways.


Communiticating what AI does clearly – and investing in ‘explainable AI’ is a key part of creating a sustainable AI-driven future. Explainable AI is a programme able to reach complicated conclusions from data and execute actions, learning from past experience and evolving to become more efficient and useful – all while being able to show how it got there. Previously, you might put in some data into an AI and something would come out, and it would be really unclear how it arrived at the conclusion. Recognising that this leads to opportunity for prejudice, for mistakes and – from a developer point of view – lots of complicated reprogramming, many businesses are developing AI that is transparent about how it arrives at any given conclusion.

It makes sense both from a transparency and trust point of view, and from a simple logistics one: if an AI goes wrong, we want to be able to see where that happened. Otherwise, disasters like the Microsoft chatbot that became racist after just 16 hours of learning conversational skills from Twitter are not only inevitable, but hard to rectify within the existing software.

The point of AI is to make lots of small decisions for us and execute those actions in order to maximise outcomes. We must therefore always be able to understand why and how an AI reached any point in its programming.


AI drives value for both businesses and customers. Take Google Ads – this technology has enabled advertisers to target audiences rather than keywords via complex understanding of how individuals use Google. Not only do consumers googling for answers find the responses they need, and products or services relevant to their query, but businesses see far better returns on search advertising spend.

Our technology at Creatopy can automate, scale and test creative and enhance it for optimisation of results. This means that consumers see creative they’re more likely to enjoy, and businesses enjoy greater ROI on their campaigns – something especially crucial for businesses looking to achieve maximum goals within a set budget in an increasingly content-driven landscape.

AI is one of our greatest innovations within computing. However, as businesses we must ensure we take our responsibilities with such advanced technology seriously. By both explaining to customers how it helps them, and ensuring we can explain it ourselves, we can mitigate against concerns and AI errors as we move into a machine-led future.

About the author

Teodora Gavriluț is the Chief Operating Officer of Creatopy. With a solid marketing background of over 15 years, she handles the company’s internal affairs. By combining analytical thinking with creative processes, Teodora believes she’s fortunate to have built a career out of her love for technology and passion for marketing.


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