NETTRESULTS AI / TECHNOLOGY STATEMENT
TECHNOLOGY IS IMPORTANT TO US
Artificial intelligence (AI), Large Language Models (LLM), and Big Data have changed the technological landscape for communication agencies. What was previously only available with huge technology budgets is now attainable for agencies like NettResults. This technology is revolutionizing how our industry works and the media we work with. With that power comes responsibility. At NettResults, we believe in open communications and standards for all our stakeholders. Please read on to hear our agency's core values in this area:
1 – USE TECHNOLOGY FOR GOOD
There is no case (despite some amazing fictional TV shows and movies that we love) to demonstrate that technology or AI intentionally deceives or harms humans or our environment. Essentially AI does not have intelligence in the form of consciousness much as it looks like it does – AI is a computer program with a series of inputs and outputs. It can, and we believe should be, used to improve the lives of humans.
At NettResults, we continually learn and experiment with AI and all technology to improve what we do in the workspace. We pay for our team to attend the latest AI and technology courses, allowing us to adapt our strategies and refine how we integrate AI and other tools into our work to deliver the best possible outcomes to our clients. This includes speeding up reparative processes, automating others, and improving our work. It is all about productivity, efficiency, and results. After all, we are 'NettResults'.
2 – USE TECHNOLOGY TO AUGMENT, NOT REPLACE
AI has been present in our workplace since early 2022. Before more common AI tools (such as OpenAI and Bard) were available at a consumer level, NettResults used AI tools. The results could have been better in the earlier trials, but we understood that we could achieve greatness with the proper AI augmentation integrated with our professional team.
At NettResults, we understand that while the latest AI tools can produce results that some may find pass as a finished result, we don't use AI and similar technology in that manner. These technologies augment our results, prompt us to think in new ways, and critically evaluate what we believe may be finished results - pushing us to deliver creative, strategic, comprehensive, and effective campaigns.
3 – USE TECHNOLOGY WITH TRANSPARENCY
The AI cat is out of the bag. Since OpenAI was launched in November 2022, it has grown in adoption quicker than anything else we have seen in history. Despite some public comments to ban, reduce, or slow down its adoption, it's here to stay, and we're only at the beginning of our understanding of its use.
At NettResults, we are transparent with all stakeholders and continue to use AI and similar technologies in our working practices. If any organization we interact with believes we should not be using such technologies with our shared interactions to produce work products or any other way, please let us know. We can adapt our working processes to your rules, values, or desires.
4 - USE TECHNOLOGY SECURELY
We understand that many AI tools do not keep data secure - you agree to share your data with them by using these tools. At NettResults, we take data security and privacy very seriously, which is paramount as we often possess data before it is publicly available. We take robust data security measures and are committed to protecting the privacy of our clients and their stakeholders. We handle sensitive data and adhere to industry best practices and legal requirements. As such, we will not submit any proprietary information into open AI systems if we can not secure the integrity of the data.
5 – USE TECHNOLOGY LEGALLY AND ETHICALLY
Rules and regulations around AI, LLM, and similar technologies will be written, developed, introduced, and refined. As such frameworks are implemented, NettResults is committed to using technologies in compliance.
We accept that rules and regulations take work and take time to implement. As technology can move very quickly, it can be present in our environment without written directions on how to ethically use it. In such cases, NettResults is bound by our agency ethics to use these tools with transparency, authenticity, hard work, and an entrepreneurial mindset. Regarding our behaviors and decision-making process, we believe in advocacy, honesty, expertise, independence, loyalty, and fairness.
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