How can companies ensure ethical and responsible use of artificial intelligence and machine learning technologies in understanding customer behavior and preferences to avoid potential risks or biases in their customer experience strategies?

Companies can ensure ethical and responsible use of AI and machine learning technologies by implementing transparency and accountability measures in their algorithms and decision-making processes. They should also prioritize diversity and inclusivity in their data collection and model training to avoid biases. Regularly monitoring and auditing AI systems for potential risks or biases can help mitigate any unintended consequences. Additionally, seeking input from external experts and stakeholders can provide valuable perspectives on ethical considerations and potential impacts on customers.