At a time of rapid tech development, AI and machine learning have emerged as major focuses for companies seeking the most profitable ways forward. Generative AI, in particular, has exploded into the collective consciousness as these tools become more widely available. A study by the World Economic Forum found that 60% of adults worldwide expect that products and services using AI will profoundly change their daily life in the next three to five years.

Yet concerns regarding their commercial use remain. The same study noted that just 50% say they trust companies that use AI as much as they trust other companies, with 39% saying that AI products and services make them nervous.

That is why Neurons is investing in developing ethical technology based on responsible business practices that balance scientific validity with profitability and societal benefit. The company combines neuroscience and AI to understand consumer behaviour, which helps its clients optimise their customer journeys. Recognising its significant value to companies and individuals, as well as its future potential, Neurons is committing to:

• delivering societal benefits by establishing the Neurons ethical advisory board, developing ethical guidelines and being selective in who the company works with;
• growing profitably by building AI solutions with care for customers and removing the risk of having to work on projects that run counter to its values; and
• establishing a Scientific Strategy Group to create scientific standards and protocols, all based on validity, reliability and transparency.

Demonstrating Neurons’ commitment to transparency and embedding ethics into its responsible business practices is the establishment of its ethical advisory board, members of which will include Thorning-Schmidt amongst other industry experts. The advisory board will challenge the company on its processes and approaches.

Thomas Zoëga Ramsøy, CEO and founder of Neurons, said, “As AI technology rapidly advances, we need to set an example by promoting responsible innovation practices. We will continue to grow our company in accordance with these practices; ensuring that our solutions are human-centric, and building our technology based on strong scientific integrity. Establishing our ethical advisory board, and having experts like Helle Thorning-Schmidt joining it to work with us, is central to our goals and purpose.”

Thorning-Schmidt was Prime Minister of Denmark from 2011 to 2015 and now serves on the board of several organisations, including Meta’s Oversight Board. She said, “AI technology is transforming the way we work and is impacting society in profound ways, so the adoption and development of this technology needs to be shouldered responsibly and scrupulously. What Neurons is doing with its responsible business measures is pioneering a new standard for the industry, and I am pleased to be part of their ethical advisory board, helping them carve out this path.”