ChatGPT, the powerful new artificial intelligence tool from OpenAI that can answer questions, chat with humans, and generate text, has dominated headlines in the past few months. The tool is advanced enough to pass law school exams (though with fairly low scores), but it has also veered into strange conversations and has shared misinformation. It also highlights an important area that companies using or thinking about using AI need to confront: how to embrace AI in a way that doesn't harm humans. "Leadership involves absolutely centering the human and being rigorous before releasing into the wild things that affect these humans," saidRenée Richardson Gosline, a senior lecturer and principal research scientist at MIT Sloan. "Having the courage and ethics to say we want to cultivate a system and a relationship with our customers whereby we don't simply always extract, but we also share value -- that's what leads to loyalty in the long term."

The advent of digital tools has upended age-old processes in marketing and advertising. Digital marketing technology is now a requirement for identifying, attracting, and retaining customers in an omnichannel world. A new e-book from the MIT Initiative on the Digital Economy highlights learnings from the 2022 MIT Chief Marketing Officer Summit held this spring. The topline message to marketing executives: Add data, analytics, and algorithms to better reach socially-linked modern consumers. Here are MIT Sloan researchers' top digital marketing trends for 2022: Today's consumers make brand decisions based on a very broad set of digitally connected networks, from Facebook to WhatsApp, and the mix is constantly in flux.

Companies invested roughly $50 billion in artificial intelligence systems last year. That figure is expected to more than double, to $110 billion, by 2024. Such an explosion in investment raises a lot of questions, but central among them for MIT Sloan senior lecturerRenée Richardson Goslineis how to recognize and counteract the bias that exists within AI-driven decision-making. "There has been a tremendous amount of research pointing out issues of algorithmic bias and the threat this poses systemically," Gosline says in a new MIT Sloan Experts Series talk, available below. "This is a massive issue -- one that I don't think we can take seriously enough."