Responsible, inclusive AI: a driving force for economic and social progress
Artificial intelligence is driving significant changes in the daily lives of people and businesses. More and more organizations are adopting AI to enhance their business performance and, according to several studies, in 2025 this technology will be the area that companies invest most in. However, AI also has the potential to tackle health, environmental, economic and social issues, and to foster fundamental rights and combat discrimination and inequality: potential benefits that can only be achieved if AI is developed and deployed in a responsible and inclusive manner.
The Esade Business School and the SERES Foundation organized the conference “El impacto de la inteligencia artificial en negocios responsables” (The impact of AI on responsible businesses) to examine how companies can ensure that AI is used responsibly and how they can exploit its potential to contribute to economic and social progress and reduce inequality in society. Taking part in the conference were Julián Andújar, manager of the TECSOS Foundation; Jacinto Estrecha, head of Artificial Intelligence at NTT DATA Spain; and Idoia Salazar, president and founder of OdiseIA (observatory of ethical and social impact of AI).
Miguel Laloma, the head of business at the SERES Foundation, began the session by emphasizing that “AI must also be a gateway to social progress. Every time we address disruption, we must boost companies’ competitive edge and resilience and equip them to address the great social challenges of our time. Alliances between companies, regulators and society are a must if AI is to contribute to the advancement of society and business in a fair and equal way.” He also explained how the SERES Foundation helps companies incorporate AI into their operations in an ethical and transparent manner by means of the AI laboratory LabS IA Responsable and Inclusiva. This co-creation space was launched in 2020 in collaboration with NTT DATA “in the awareness that artificial intelligence would have far-reaching consequences for our lives,” and “with the aim over these four years of providing companies with the means to make AI a driving force for economic and social advancement.”
Ignasi Carreras, professor and director of NGO-NPO management training programs at the Esade Institute for Social Innovation, underlined that “companies must also factor in the common good when using AI, therefore it’s crucial to adopt a collaborative approach so that data harvesting can enable scalable solutions that make a social impact.”
AI for the common good
The adoption of artificial intelligence has become a must for companies seeking to improve their processes and stand out in today’s market. Although the onset of generative AI has democratized access to technology, its integration involves not only technical challenges but ethical and organizational issues too. “AI is already helping us optimize tasks and take decisions with more precise information. Now we must develop models based on the responsible use of AI itself. AI governance is essential in order to guarantee sustainable scaling. We have to ensure that the democratization of AI will drive improvement rather than create a dividing wall between us and a better world,” explained Jacinto Estrecha, head of Artificial Intelligence at NTT DATA Spain.
Idoia Salazar, the president and founder of OdiseIA (observatory of ethical and social impact of AI) also emphasized this matter, underlining that “from now on, all public and private organizations and companies that use or develop AI must implement responsible AI strategies. In other words, starting at the drawing board they must take into account the ethical measures needed to prevent the possibility of unwanted consequences. These measures must be normalized within the company even if no high-risk algorithms are involved.”
The discussion also addressed the fact that AI should not be regarded merely as a technology for automating processes and improving business performance, but as an instrument contributing to a fairer, more equal future. “AI can help us deal with some of the most complex challenges facing humanity, such as climate change and humanitarian catastrophes,” said Julián Andújar, manager of the TECSOS Foundation. He also insisted that whether or not AI contributes to improving people’s lives depends on how we use it, “Depending on how we use AI, it may narrow or widen the gap that has arisen during the digitalization of society.”
Finally, as regards the opportunities that artificial intelligence can offer companies in the next 5 years, Idoia Salazar, the president and founder of OdiseIA, was optimistic. “Everything is an opportunity. At the present time it’s very important to garner the market’s trust and this can be achieved by implementing a deliberate policy of responsible AI. AI causes a great deal of uncertainty and can undoubtedly have many advantages for companies. But likewise, it can cause big problems if it is not used and developed responsibly and if appropriate ethical measures are not taken from the design stage.”
Since 2011, the Esade - SERES Foundation Lecture Series has brought together more than 130 speakers in some 50 sessions giving future managers an insight into trends, experiences and good business practices in the ESG realm.
