Transformation and the Fourth Industrial (Data) Revolution; Research World, September 17, 2019

Joaquim Bretcha, Research World; Transformation and the Fourth Industrial (Data) Revolution

Opening speech at ESOMAR’s Congress in Edinburgh...

"Which core values must we keep as fundamental in order to maintain our essential Identity? I believe the two central values we must retain are:

• Human centricity: The honest willingness to understand people
• Ethics

Let me focus on ethical behaviour. Today it seems that technology is everything. The current business culture makes us believe that our companies will lose market share if they do not invest heavily in Artificial Intelligence and automation. And as it was certain with the steam machines in the First Industrial Revolution, it might be certain in the Fourth. However, allow me to reinforce one message: Technology is NOT neutral. Technology is the reflection of the values, principles, interests and biases of its creators."