By Shruti Menon Seeboo
Amnah Ajmal, a name that resonates with visionary leadership and a profound understanding of global market dynamics, particularly within the fast-evolving landscape of fintech, will grace the Brand Magic Summit on May 16 at Balaclava with her insightful perspective. As the former Executive Vice President of Market Development for Mastercard across the expansive EEMEA region, Amnah spearheaded growth and innovation across diverse business verticals, from forging partnerships with merchants and telcos to empowering governments and digital disruptors across 80 markets. Her strategic acumen was also evident during her time as CEO for Standard Chartered Consumer Bank Malaysia, where she shaped retail banking strategy for key Asian markets. Prior to that, her leadership at Citigroup, including her role as Asset Business Head for Poland, further solidified her reputation as a global business powerhouse.
Recognising the transformative power of Artificial Intelligence, Amnah’s address at the summit is centred on a fundamental question for the modern era: In a world increasingly shaped by algorithms and automation, what remains the indispensable role of the human element, especially within the art and science of brand building? Drawing upon her extensive experience navigating the complexities of technology and human behaviour across diverse cultures and markets, Amnah’s insights will offer a crucial lens through which to examine the integration of AI in brand magic. In this compelling interview, she delves into the critical imperative of striking a harmonious balance between the relentless march of technological advancement, the irreplaceable spark of human creativity, and the foundational principles of ethical considerations in the development and deployment of Artificial Intelligence – a topic that holds the key to responsibly and effectively reshaping the future of brand engagement and consumer experiences. Excerpts:
1. Your presentation addresses “The Human in Artificial Intelligence”. In your view, what are the essential human qualities—creativity, empathy, ethical judgement—that must be preserved and amplified in an age increasingly shaped by AI?
I believe compassion is key to lead in the world today and no matter how much technology progresses we need compassion to survive, progress and prosper. It is this compassion that also guides our moral compass, and we can see the thin line between right and wrong.
2. You speak of balancing technology, creativity, and ethics. In practical terms, how can organisations ensure that the pursuit of AI-driven creative solutions doesn’t compromise ethical considerations or diminish the role of human creativity?
I will give you an example of something I am very passionate about: inclusion of women. Both women and men have held biases for thousands of years and since there were more men in the workforce the world is designed by men. Now if you collect and use this data for future decisions whether the machine decides on it in nanoseconds or humans in weeks the outcome is the same. The outcome is biased. This is because when thermostats were invented, they were tested in the 1960s on a 154 pound 40-year-old man. Women are biologically different so decades later women are in the workforce, but they shiver at work because they have lower basal metabolic rates, so they burn energy slower. As a parent it worries me when I see children being exposed to content that they are not ready to comprehend. All you have to do is accept a pop up which says you are about to see something that is not appropriate. This is where ethics come into play. Do we want the next generation to be isolated and disconnected?
3. How can AI be used to foster greater human connection and enhance creative collaboration, rather than leading to isolation or a devaluation of human input?
First, we need public sector regulations. Many countries have banned devices in school. A child should not have a device till they are 12-13. kids should be in playgrounds, forests and trampolines not in classrooms with their devices. Such societal norms will also ease pressure from parents who are trying to protect their children but aren’t able to do so as everyone around them is participating in the device culture. We learn how to form human connections as children, not in our 50’s. so we need to get the basics right.
Secondly, social media and gaming companies should be regulated like the financial services firm. We regulate banks because they have our money, but these social media forums have our children so why should they not be regulated?
Lastly, aspects of advancements in healthcare, financial inclusion etc are the topics I would introduce first as great benefits of AI that need to be studied deeply and cannot be solved without human input.
4. What are some of the potential risks or unintended consequences of relying too heavily on AI in creative fields, and what safeguards can be put in place to mitigate these risks?
Some creative fields still had a lot of mundane work, and that automation saves the creative designers from focussing their energy more on the creative aspect of the work. However, some industries where artists were valued for their creativity are at the risk of being wiped out because that creativity itself can be generated in seconds through AI. there are so many artists whose work has been stolen to train AI. We need regulations and private public sector partnerships to govern these.
5. Considering the diverse cultural landscape of Mauritius, how can AI be deployed in a way that respects and celebrates local cultural nuances, ensuring that technology empowers human creativity and expression rather than homogenising it?
Leveraging AI advancements in the field of climate resiliency would be a great priority. Having all the required ingredients to ace this topic in Africa, I think Mauritius can be a great example to pave the way for others to follow its footsteps.
