At Wi-Ai Technology Limited, we’re very fond of the Peter Parker principle: “With great power comes great responsibility.”
As a business that analyses people’s behaviour in order to identify bias, we take very seriously the ethics of how we obtain and use that information.
We need only look at Cambridge Analytica to see that, in the wrong hands, data can be exploited with targeted, covert marketing techniques.
However, Wi-Ai’s ethos is all about transparency and user control.
When we work with a financial services provider, we provide interesting, enjoyable question sets for their customers. We use the answers to calculate susceptibility to certain biases and generate personalised profiles for the customers, with insights on how those biases may affect financial decision-making.
Our mission is not to give financial services providers an inside track on their clients’ “weaknesses”, and it’s not to tell people what to do.
Our goal is to help people understand and take ownership of their biases. In doing so, we offer financial services customers an independent tool, which can act as a “pause” on knee jerk reactions and reduce self-sabotaging behaviour.
Our superpower may not be as cool as Spiderman’s, but it’s one we take seriously.