From the Editor's Desk

Should You Share AI-Driven Customer Insights with Your Customers?

AI is already helping companies understand their customers better. And many theorize that AI will soon know us better than we know ourselves. In an age where data has become commoditized, but the insights and profits from data are the rather exclusive belonging of a few enormous tech players, what better way to harness consumer trust and loyalty than by giving people back valuable insights that can turn them not just into smarter and better customers, but also more self-aware humans? After all, if our choices as consumers are becoming more and more data-driven, but that data does not actually increase consumer sophistication or rationality, that’s a huge missed opportunity. We must democratize the knowledge that algorithms have on us, at least by making sure that companies have to share the personal insights they’ve gathered with us. Importantly, brands will enhance their ethical reputation and trustworthiness if they share their insights with consumers; persuading them that there is no conflict between knowing them well, and helping them know themselves well, when done in an ethical and transparent way.

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