MorphL AI Guiding Principles

These guiding principles have been heavily inspired from giants in this field: Google, Microsoft, Facebook, SAP & others. We’re humbled and excited to have given the opportunity to follow their footsteps.

Last updated 19th of March 2019

These tenets guide our work every single day. They speak to our ethics, mission, and values. They guide our decisions and everyday actions and they keep us accountable and motivated.

Sharing them with you is important to us because they’re part of our DNA as a company, as a group of people who work together to build something meaningful and helpful for both others and ourselves.

In articulating these guiding principles, we drew inspiration from giants which have made great headway in this field: Google, Microsoft, Facebook, SAP and others. We’re humbled and excited for the opportunity to follow in their footsteps.

Our team at MorphL strongly believes AI (Artificial Intelligence) technology is poised to transform every industry, just as electricity did 100 years ago.

Between now and 2030, AI will create an estimated $13 trillion of GDP growth. As you’re reading this, AI powers improvements in business, life and society. From medical diagnosis to self-driving cars to automatic translation, from personalising products and services to optimizing the supply-chain, from managing humanitarian disasters to dealing with climate change, AI is increasingly making an impact.

At MorphL, we’ve been using AI/ML for over a year to optimize digital products and services. Alongside it, we’re also working to improve customer experience and to help B2B customers advance their operations.

We recognize that such powerful technology raises equally far reaching questions about honing its potential in practice. The application of AI technology may lead to unfair or discriminatory results if the person or team that designs or implements the services doesn’t proceed with caution and is not aware of potential unwanted outcomes.

We acknowledge that this area is dynamic and evolving, and we will approach our work with humility, the commitment to internal and external engagement, and the willingness to adapt our approach as we learn over time.

1.   Democratizing AI

We believe technology should adapt to human behavior just as humans adapted to technology throughout centuries. We also think that a good digital experience is personal and it speaks to the individual.

We started MorphL with the mission of democratizing AI by putting it in the hands of people that build digital products or services. We specifically aim to empower those who believe their users deserve a superior experience and who want to offer them exactly that, in a highly personalized manner.

Artificial Intelligence | Machine Learning | Deep Learning systems are complicated to tune and maintain. What’s more, expertise is limited and one minimal change of the stack can lead to failure.

As a consequence, the AI | ML | DL market needs to go through a “standardization” process in order to create robust AI | ML | DL platforms that enable organizations of all sizes to build their own sources of customer, business, and financial differentiation.

To help accelerate democratization, we’ve created MorphL Community Edition where we simplify AI | ML | DL projects and accelerate time-to-value by pre-integrating the necessary building blocks.

No longer do you require a siloed knowledge group of specialists to build your AI | ML | DL environments. Instead, your organization can focus valuable data engineering and data science resources on creating new sources of customer, business, and operational value.

2.   Collective Intelligence: Humans + AI

People and computers have been working together for decades now. When they work collectively, they act more intelligently than any single person or group of individuals has ever done before.

The world is now entering a new era of AI-enabled collective intelligence where humans and AI should focus on collaboration, not competition, especially when they can achieve so much more working together.

We, the humans at MorphL, are building it for humans like ourselves. Everything we do at MorphL implies a strong partnership between humans and AI: computers doing what is easiest for computers to do (automation) and people focusing on the big picture, on strategic aspects of the job, such a complex decision-making.

Broadly speaking, through our work at MorphL, we aim to complement and amplify human expertise, creativity, and judgement. This has implications across many different industries or professions.

3.   Transparent and Explainable AI

Throughout our work, we commit to always be explicit about the kind of personal and/or non-personal data our AI systems use. We pledge to be equally clear about the purpose the data is used for. When people directly interact with an AI system, we will be honest with the users that this is the case.

When AI systems make or support decisions, we will ensure that technical and organizational measures are in place to guarantee a level of understanding adequate to the application area.

In any case, if the decisions significantly affect people's lives, we will ensure we understand the logic behind the conclusions. This will also apply when we use third-party technology.

4.   Data Protection and Privacy

Data protection and privacy are an essential requirement for conducting business. It is and increasingly will be built into the core of every product and service we use (or so we hope). Our promise is to always communicate clearly how, why, where, and when the customer’s anonymized user data is used in our AI software.

Here’s how we make it part of our mission to protect personal data and privacy: we commit to follow through on all applicable regulatory requirements in both our work and our research partnerships with other companies.

Each time we develop the next generation of privacy-enhancing methodologies and technologies, we’ll have the users’ best interest regarding their privacy and security at heart.

5.   Avoid Unfair Bias

AI algorithms and datasets can reflect, reinforce, or reduce unfair biases. This is a key area of concern for the entire AI discipline and, naturally, for us as well. We recognize that distinguishing fair from unfair biases is not always simple and that it differs across cultures and societies.

We will seek to avoid unjust impact on people, particularly those related to sensitive characteristics such as race, ethnicity, gender, nationality, income, sexual orientation, ability, and political or religious belief. Our focus is on designing AI tools to complement the human experience in a positive way and consider all types of human experiences in this pursuit.

We strongly believe that diversity of perspective will lead to AI complementing experiences for everybody, as opposed to a select few. Our plan is to follow through on this tenet as we progress.

6.   Accountable to People

We will design AI systems that provide appropriate opportunities for feedback, relevant explanations, and appeal. Our AI technologies will be subject to appropriate human direction and control.

We believe humans should choose how and whether to delegate decisions to AI systems, to accomplish human-chosen objectives.

7.   Reliability & Safety

We will continue to develop and apply strong safety and security practices to avoid unintended results that create risks of harm. We aim to design our AI systems to be appropriately cautious and seek to develop them in accordance with best practices in AI safety research.

In appropriate cases, we will test AI technologies in constrained environments to monitor their operation after deployment.

At MorphL, we develop products responsibly and do not take advantage of your products’ users by manipulating them through AI’s vastly more predictive capabilities derived from user data.

8.   Available for Uses that Accord with these Principles

Technology can be used for both good and bad and we world’s history supports this thesis. Our team at MorphL works diligently to limit potentially harmful or abusive applications.

As we develop and deploy AI technologies, we will evaluate likely uses in light of the following factors:

  • Primary purpose and use: the primary purpose and likely use of a technology and application, including how closely the solution is related to or adaptable to a harmful use
  • Nature and uniqueness: whether we are making available technology that is unique or more generally available
  • Scale: whether the use of this technology will have significant impact
  • Nature of MorphL’s involvement: whether we are providing general-purpose tools, integrating tools for customers, or developing custom solutions

We hope you’ll choose to join this journey with us and we promise to document our progress and milestones with transparency and commitment to the principles we just described.

This project has received funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement No 779790.