From decision-making to problem-solving, artificial intelligence (AI) is rapidly revolutionizing the world of senior living lead generation. AI is a field of computer science that enables machines to replicate human cognitive abilities such as problem-solving, decision-making, and learning. Technologies like machine learning, deep learning, and natural language processing (NLP) apply these capabilities to create intelligent digital systems that can handle tasks more quickly and accurately than humans.
What are the ethical challenges of AI?
As artificial intelligence makes its way into industries like senior living and care, it brings both opportunities and risks.
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While AI can provide an effective and efficient way to generate leads, it also runs the risk of leading to real consequences for seniors and their families, infringement on other professionals’ copyrights, and reputational harm to your company. When putting the immense potential of AI to good use, you’ll need skilled and empathetic oversight to ensure your team meets ethical standards.
How can senior living operators and marketers use AI responsibly?
AI should also be used to augment human expertise, not to replace it.
At Craft & Communicate, we use AI to support our creativity and strategic thinking, but we also foster an environment where our team members’ varied experiences and expertise are utilized to the fullest extent. We still make major decisions on all high-level marketing strategies ourselves to maintain optimal control over senior living operators’ precious resources.
Here are some additional tips for ethical AI marketing solutions.
Ensure Compliance with Applicable Laws and Regulations
As Artificial Intelligence (AI) technology continues to evolve and integrate into the workforce, many governments are beginning to create laws and regulations for its use. These do and will focus on areas such as data privacy, fairness in automation, safety, and cybersecurity.
We recommend that you stay informed of the latest updates from respective governments in order to ensure they are operating within compliance of the applicable laws. Additionally, your company can create internal policies that outline best practices for using AI within your organization and those of your vendors.
Beware of Biases
AI writing can especially be impacted by the data used for training, which may contain implicit biases that are hard to identify or detect. Look out for these biases your generated content may have.
One way biases can manifest in AI for senior care lead generation is through favoring certain demographic groups. For example, if a community were to utilize AI-generated website content targeting older adults, the algorithm might speak directly to seniors of one gender or another, resulting in potential residents not contacting the community because they don’t feel included.
Additionally, due to its inherent algorithms, AI-generated content can perpetuate existing beliefs and values that are already common in society, whether or not they are harmful.
Look Out for Mistakes
In addition to relying on biases, algorithms may be overly simplistic, not taking into account the nuances of language and context. They can run into issues with understanding complex human behavior, leading to unexpected results when trying to generate personalized ads or content.
Spotting AI-generated mistakes can be tricky, as they are not always obvious. Some signs you can look for include:
- The content being overly simplistic or repetitive.
- Incorrect grammar or spelling.
- Information about any facts, services, products, and features.
- A lack of personalization: content that appears to be generated for a wide audience without taking into account individual needs.
And, in the unfortunate but hopefully rare situation where an AI-generated mistake is published, take responsibility for it as a company.
Track Your Performance
Check in on the output of your AI tools — both in real time and through consistent audits after they are finished — to ensure accuracy and neutrality in their decision-making process.
Communicate AI Best Practices
Share best practices for using this type of software with your senior living marketing team by taking the following actions.
- Ensure that team members are aware of the necessary steps for setting up and managing your AI solutions.
- Remain aware of each team member’s individual strengths and weaknesses when it comes to using AI tools so that the necessary technology can be used most efficiently.
- Provide regular, up-to-date communication and education about AI best practices to ensure that everyone on the team knows how to maximize their senior living marketing results.
Be Transparent
Be truthful to your entire team and the public about how your marketing team harnesses the power of AI: which types of software you use, why you use it, and how it affects your senior living lead generation.
So, is artificial intelligence ethical?
It can be when paired with an expert senior living marketing team! By taking proactive steps now, senior living communities can avoid potential difficulties associated with AI technologies in the future.
As the use of AI in senior living marketing continues to expand, it’s crucial for senior care providers to consider not just the rewards of using this technology, but also the risks. Reach out to our experienced team at Craft & Communicate with a successful track record of using AI to grow senior communities’ qualified leads.
