Artificial Intelligence (AI) holds great promise for improving the delivery of healthcare and medicine worldwide, but only if ethics and human rights are put at the heart of its design, deployment, and use, according to the World Health Organization (WHO).

WHO’s report, Ethics and governance of artificial intelligence for health, is the result of two years of consultations held by a panel of international experts appointed by WHO.

“Like all new technology, artificial intelligence holds enormous potential for improving the health of millions of people around the world, but like all technology it can also be misused and cause harm,” said Dr Tedros Adhanom Ghebreyesus, WHO Director-General. “This important new report provides a valuable guide for countries on how to maximize the benefits of AI, while minimizing its risks and avoiding its pitfalls.”

Artificial intelligence can be, and in some wealthy countries is already being used to improve the speed and accuracy of diagnosis and screening for diseases; to assist with clinical care; strengthen health research and drug development, and support diverse public health interventions, such as disease surveillance, outbreak response, and health systems management.

AI could empower patients to take greater control of their own health care and better understand their evolving needs. It could also enable resource-poor countries and rural communities, where patients often have restricted access to health-care workers or medical professionals, to bridge gaps in access to health services.

However, WHO’s new report, published on June 28, cautions against overestimating the benefits of AI for health, especially when this occurs at the expense of core investments and strategies required to achieve universal health coverage.

It also points out that opportunities are linked to challenges and risks, including unethical collection and use of health data; biases encoded in algorithms, and risks of AI to patient safety, cybersecurity, and the environment.

For example, while private and public sector investment in the development and deployment of AI is critical, the unregulated use of AI could subordinate the rights and interests of patients and communities to the powerful commercial interests of technology companies or the interests of governments in surveillance and social control.

The report also emphasizes that systems trained primarily on data collected from individuals in high-income countries may not perform well for individuals in low- and middle-income settings.

AI systems should therefore be carefully designed to reflect the diversity of socio-economic and health-care settings. They should be accompanied by training in digital skills, community engagement and awareness-raising, especially for millions of healthcare workers who will require digital literacy or retraining if their roles and functions are automated, and who must contend with machines that could challenge the decision-making and autonomy of providers and patients.

Ultimately, guided by existing laws and human rights obligations, and new laws and policies that enshrine ethical principles, governments, providers, and designers must work together to address ethics and human rights concerns at every stage of an AI technology’s design, development, and deployment. 

To limit the risks and maximize the opportunities intrinsic to the use of AI for health, WHO provides the following principles as the basis for AI regulation and governance:

Protecting human autonomy: In the context of health care, this means that humans should remain in control of health-care systems and medical decisions; privacy and confidentiality should be protected, and patients must give valid informed consent through appropriate legal frameworks for data protection.

Promoting human well-being and safety and the public interest. The designers of AI technologies should satisfy regulatory requirements for safety, accuracy and efficacy for well-defined use cases or indications. Measures of quality control in practice and quality improvement in the use of AI must be available.

Ensuring transparency, explainability and intelligibility. Transparency requires that sufficient information be published or documented before the design or deployment of an AI technology. Such information must be easily accessible and facilitate meaningful public consultation and debate on how the technology is designed and how it should or should not be used.

Fostering responsibility and accountability. Although AI technologies perform specific tasks, it is the responsibility of stakeholders to ensure that they are used under appropriate conditions and by appropriately trained people. Effective mechanisms should be available for questioning and for redress for individuals and groups that are adversely affected by decisions based on algorithms.

Ensuring inclusiveness and equity. Inclusiveness requires that AI for health be designed to encourage the widest possible equitable use and access, irrespective of age, sex, gender, income, race, ethnicity, sexual orientation, ability or other characteristics protected under human rights codes.

Promoting AI that is responsive and sustainable. Designers, developers and users should continuously and transparently assess AI applications during actual use to determine whether AI responds adequately and appropriately to expectations and requirements. AI systems should also be designed to minimize their environmental consequences and increase energy efficiency. Governments and companies should address anticipated disruptions in the workplace, including training for health-care workers to adapt to the use of AI systems, and potential job losses due to use of automated systems.

“These principles will guide future WHO work to support efforts to ensure that the full potential of AI for healthcare and public health will be used for the benefits of all.”

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NEW DELHI: Over 60 per cent of marketers in India believe new-age technologies are going to impact their workplace practices and consider it the next big disruptor in the industry, a new report said on Thursday.

According to a global report by software major Adobe that involved more than 5,000 creative and marketing professionals across the Asia Pacific (APAC) region, over 50 per cent respondents did not feel concerned by artificial intelligence (AI) or machine learning.
However, 27 per cent in India said they were extremely concerned about the impact of these new technologies.

Creatives in India are concerned that new technologies will take over their jobs. But they suggested that as they embrace AI and machine learning, creatives will be able to increase their value through design thinking.

“While AI and machine learning provide an opportunity to automate processes and save creative professionals from day-to-day production, it is not a replacement to the role of creativity,” said Kulmeet Bawa, Managing Director, Adobe South Asia.

“It provides more levy for creatives to spend their time focusing on what they do best — being creative, scaling their ideas and allowing them time to focus on ideation and creativity,” Bawa added.

A whopping 59 per cent find it imperative to update their skills every six months to keep up with the industry developments.

The study also found that merging online and offline experiences was the biggest driver of change for the creative community, followed by the adoption of data and analytics, and the need for new skills.

It was revealed that customer experience is the number one investment by businesses across APAC.

Forty-two per cent of creatives and marketers in India have recently implemented a customer experience programme, while 34 per cent plan to develop one in the one year.

The study noted that social media and content were the key investment areas by APAC organisations, and had augmented the demand for content. However, they also presented challenges.

“Budgets were identified as the biggest challenge, followed by conflicting views and internal processes. Data and analytics become their primary tool to ensure that what they are creating is relevant, and delivering an amazing experience for customers,” Bawa said.

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