Joaquim Bretcha, Research World; Transformation and the Fourth Industrial (Data) Revolution
Opening speech at ESOMAR’s Congress in Edinburgh...
"Which core values must we keep as fundamental in order to maintain our
essential Identity? I believe the two central values we must retain are:
- Human centricity: The honest willingness to understand people
- Ethics
Let me focus on ethical
behaviour. Today it seems that technology is everything. The current business
culture makes us believe that our companies will lose market share if they do
not invest heavily in Artificial Intelligence and automation. And as it was
certain with the steam machines in the First Industrial Revolution, it might be
certain in the Fourth. However, allow me to reinforce one message: Technology
is NOT neutral. Technology is the
reflection of the values, principles, interests and biases of its creators."
