Building responsible technologies with Ethical AI: meet Brush AI.

Meet Brush AI, an AI consultancy company at the forefront of ethical AI. As a fellow Bluu company, we decided to chat with co-founder Noëlle Cicilia to gain insights into their mission and vision. 💡

Why Ethical AI matters 

AI technologies are significantly changing the way we do business and our overall way of life. According to McKinsey, 65% of organizations now regularly use AI, almost double the percentage from just ten months ago.But with that power comes great responsibility to use it for good. This is where Ethical AI comes into play. 

Founded three years ago by Noëlle Cicilia and Max Roeters, Brush AI has set out on a mission to develop AI solutions that not only empowers businesses but also uphold ethical standards. “As AI keeps getting more sophisticated, people will no longer accept questionable AI methods,” Noëlle explains.

“Eventually, we’ll expect businesses to follow specific guidelines before rolling out any AI system. In the end, building a solid ethical foundation for AI makes it more likely that these technologies will succeed and be embraced in the long run.”

Key principles

Although there are several dimensions to this concept, ranging from data and systems operations to bias and fairness, Brush AI focuses on transparency, fairness, error analysis and accountability. 

“It’s essential for users to have a clear understanding of how AI systems make their decisions.

Noëlle Cicillia

“Transparency is vital for building trust in AI,” Noëlle elaborates. “It’s essential for users to have a clear understanding of how AI systems make their decisions. In addition, fairness is key in ensuring that AI treats everyone equally and prevents biases that could lead to discrimination. Error analysis focuses on identifying and addressing AI system errors, while accountability means pinpointing who is ultimately responsible for AI decision-making.” 

Ethical AI practices provide benefits in every industry, but for some, they’re absolutely critical. “Take banking and insurance companies for example,” Noëlle says. “If it’s not transparent, it can lead to mistrust and even discrimination. This can also happen when evaluations are done by humans, but the point of an AI system is to make your business more efficient and correct. These decisions driven by AI can have significant impacts on people’s lives, which is why we prioritize building applications and solutions that stakeholders can trust and understand.”

A framework for responsible innovation 

The future of AI is closely connected with the concept of responsible innovation. As AI technologies become more widespread, businesses must prioritize ethical considerations to maintain public trust and achieve sustainable growth. The upcoming European Union AI Act aims to provide a framework for minimizing AI risks related to fundamental rights, business safety, and other ethical principles.

“We need regulations like the AI Act to set the standards for ethical AI,” Noëlle highlights. “Just as we wouldn’t accept unsafe products in other industries, we shouldn’t accept AI systems that fail to meet ethical requirements.”

Would you like to build your next AI solution effectively and responsibly?