Will Artificial Intelligence Save Us or Destroy Us? And What Can Companies Do?

Artificial intelligence (AI) is here to stay. It is already transforming the way we live, work and communicate. But the development of AI is not just an opportunity – it is also a serious risk. If not used wisely, AI can contribute to societal divisions, unemployment and even a threat to democracy.

In this article we will look at:

• How AI can harm society

• Why companies should be responsible users of AI

• What actions can help prevent negative consequences?

How can Artificial Intelligence harm society?

1. Job losses and unemployment risk

AI is automating not only manual work, but also intellectual jobs. According to McKinsey forecasts, up to 800 million jobs could be automated by 2030. This transition period could cause serious social tensions if retraining and support mechanisms are not implemented in a timely manner.

2. Disinformation and polarization

Generative AI can create convincing fake news, images, and videos. These can spread quickly and damage public trust in information sources. An MIT study found that fake news spreads six times faster on social media than true news .

3. Loss of privacy and the surveillance society

AI is capable of analyzing faces, behavior, location, and habits — and these capabilities can be used for mass surveillance in the absence of legal or ethical regulation.

4. Discriminatory algorithms

If AI is trained on data that contains biases (gender, race, social status), then its decisions will also be biased . This can affect credit granting, personnel selection, even healthcare.

How can companies responsibly implement Artificial Intelligence?

1. Implement AI ethics guidelines

Clear rules on data use, human oversight and transparency are essential for AI to be trustworthy and fair . The European Commission recommends 7 guiding principles, including human oversight, transparency, non-discrimination. Source

2. Build diverse teams

Involving diverse perspectives in AI development helps prevent one-sided thinking and reduces the risk of discrimination. The more diverse the team, the more inclusive the algorithms.

3. People-centered approach

AI should not replace people, but rather support them in decision-making, productivity, and creation . Good examples are AI assistants in customer service or personalized recommendations that improve the user experience.

4. Transparent communication

Inform users when they interact with AI. This openness is essential for building trust. Let people understand what influences their digital decisions.

Why does this apply to all companies?

Regardless of the industry—be it advertising, IT, retail, or manufacturing—companies that use AI are impacting people's lives and society as a whole .

Companies in Latvia and the Baltics must also take on this responsibility. For example, companies like Rapid-Ad are implementing AI and automation solutions while emphasizing transparency, security, and sustainability in digital marketing.

Conclusion

Artificial intelligence is not just technology. It is power. The power to change the labor market, politics, the information space, and the structure of society.

Companies can become positive drivers of this change — by choosing a transparent, ethical, and people-centered approach.

The future is in the hands of AI. But AI is in our hands.