Artificial intelligence and ethical principles

Artificial intelligence benefits customers

DNA wants to make efficient use of real-time and rich customer, network and behavioural data throughout its channels and business operations, in order to provide its customers with the most personal and expert service possible. However, the customer must always have the freedom to choose whether or not to interact with AI or a human being. In addition, DNA aims to enhance its operational activities through artificial intelligence.

There are many examples of how DNA will make use of artificial intelligence. Artificial intelligence will enable DNA’s customer service personnel to provide solutions suitable for individual customers, with no need to spend so much time analysing the customer’s needs and situation. This is more meaningful for the customer and for service staff, who will be able to provide solutions valued by the customer faster and more efficiently. Similarly, through digital services, recommendations based on artificial intelligence can be targeted at customers according to their interests.

What does artificial intelligence mean?

Artificial intelligence is a computer or computer program capable of performing functions regarded as intelligent. According to the most general definition, weak artificial intelligence refers to a machine that uses software to investigate or resolve problems that do not require the full range of human cognitive abilities. Machine learning is an area of artificial intelligence designed to improve the functioning of software on the basis of basic data and possible user activity. In the case of machine learning, a software algorithm may not necessarily have been designed for every situation, but the machine independently learns to achieve the desired outcome.

A software robot uses a variety of information systems, just as a normal user (human being) would. This enables the automation of various routine processes in knowledge work. ‘Bot’ is an abbreviation of the word robot and refers to a computer program that is able to operate independently within its defined operating instructions.

The ethical principles that guide DNA's way to use AI

People are in control

People set the framework for the use of artificial intelligence and the decisions it makes.
When with DNA, people must be able to monitor and control AI activities.

Artificial intelligence is a ‘human superpower’

The purpose of exploiting artificial intelligence is to liberate people to do more meaningful work by transferring manual work to machines.
This will enable us to provide better service for our customers and to operate more efficiently.

The same rules apply to people and machines

The same ethical principles apply to the use of artificial intelligence as to DNA's other activities. As a form of artificial intelligence, machine learning must not lead to discrimination or the strengthening of prejudices.
As a company, DNA is responsible for the decisions and possible mistakes made by artificial intelligence.

The customer has the freedom to choose

We provide the customer with quality service via various channels. DNA's customer must know whether he or she is dealing with a chatbot or a person. We also offer the option of human contact within our service times and within the opening hours and limitations of our customer service and stores.

Data is secure

Artificial intelligence allows the use of data to identify customer behaviour and interests. At DNA, we ensure that our data protection and security are in the appropriate condition.