AI has certainly made its mark. Many companies jumped on board early, eager to take advantage of AI-powered tools’ extra capabilities. Marketers, in particular, were intrigued by this shiny new toy. And with good reason—AI-powered marketing efforts offer increased efficiency, help eliminate busywork, and can improve customer relations.

But this shiny new toy comes with inherent risks still being uncovered. Companies that choose to take advantage of AI need to understand the impact it can truly have, both now and as the technology continues to evolve. One excellent way to start is an AI audit.

What are AI Audits?

An AI audit assesses how AI is used in your organization and the impact it has. The audit also ensures that your AI tools comply with ethical standards and legal requirements for privacy, security, and transparency.

This audit also covers every area where your company uses AI. This goes beyond your website chatbot. AI may be more visible now, but marketers have been using it in some fashion in marketing automation for years. No matter how insignificant, every AI tool needs to be a part of this audit.

Why AI Audits Matter

An AI audit gives you a clear picture of who uses AI in your company, how they use it, and how often. It also helps identify potential problems. AI audits specifically look for:

• Biases in the algorithm
• Compromised data integrity
• Unintended data disclosure
• Legal non-compliance
• Poor-quality, unvetted AI-hallucinated content
• Ethical problems
• Potential vulnerabilities

Not only will an AI audit will help you catch problems early on, but it will also demonstrate your company’s commitment to ethics and transparency.

Best Practices for Effective AI Audits

AI audits function much like any other type of audit in your company. As you prepare, keep these best practices in mind:

• Define clear objectives: Before starting an AI audit, define what you aim to achieve. Whether it’s compliance verification, performance assessment, or risk identification, clear objectives will guide the audit process and ensure it focuses on your concerns.
• Involve cross-functional teams: AI audits should involve collaboration between various departments, including IT, legal, compliance, and marketing.
• Use standardized tools and frameworks: Tools such as AI impact assessments and algorithmic audits can provide a structured approach and make things simpler.
• Conduct continuous audits: AI systems evolve, and so should the auditing processes. Regular audits allow for continuous oversight and the ability to address new challenges as they arise.
• Focus on transparency and documentation: Maintaining transparency through comprehensive documentation of AI systems and audit processes is vital. This transparency not only supports regulatory compliance but also builds trust with consumers.
• Engage external experts: Sometimes, the complexity of AI systems can benefit from external expertise. Third-party auditors with specialized knowledge in AI can provide an unbiased view and help uncover issues that internal teams might overlook.

AI Audits in Your Company

At the end of the day, AI is simply another tool at marketers’ disposal. This new tool has to follow the same rules and adhere to the same standards as any other system. By prioritizing AI audits, you demonstrate your commitment to keeping marketing ethical and legally compliant even as technology evolves.

How else can you incorporate AI into your marketing strategies? Do your existing AI systems need a checkup? Contact our team today to discuss all your marketing needs.