One of the main risk areas is potential bias, exclusion and inequalities, e.g. the personalization of the offer based on algorithms may not fully match the customer's needs, e.g. based on the history of previous purchases. We want our offer to be accessible to many different people and to respond to their needs at very different stages of life
In addition to the global structures and guidelines developed to combat this type of threat, we also strive to build such awareness among our employees. For example, we recently launched a series of training sessions for managers to introduce them to the opportunities and threats arising from the use of AI and how we want to deal with them as a company. We strive to lead retail in the ethical use of artificial intelligence. We go beyond the standards of ethical and transparent data use. Our approach is to give customers control over what data they want to share with us and for what purposes.
What data does AI process at IKEA?
Ethical transition to data at IKEA
To function successfully in today's world, we cannot ignore the importance of new technologies, including those based on AI. At the same time, we are aware of the limitations and threats resulting from their use and are closely following the work on legal regulations in this area. Therefore, in accordance with Ingka Group's official position on the ethical and humanistic use of data, we try to limit the range of data and information that we "entrust" to this type of tool to the absolute minimum necessary to achieve our goals. .
We see the opportunities and potential that can come from data, but only when it is used as a tool to build good solutions.
Examples of the use of AI in our business include:
Algorithms based on AI support the operation of the IKEA Kreativ application when generating an image of the interior and its elements in 3D technology and continuously adjusting its parameters so that the resulting effect is as inspiring and as close to reality as possible.
artificial intelligence also supports the product recommendation feature on our website to present products that are most likely to meet the interests and needs of our customers based on a range of statistical and analytical data and website behaviour,
in our supply chains, we use AI to optimize the routes and loading methods of our containers and trucks to minimize the negative impact on the environment and the costs incurred by transporting our products. For this purpose, the algorithms use detailed information on the dimensions and weight of products, parameters and load capacity of forms of transport and 3D modeling technology.
What steps are you taking to increase the use of artificial intelligence at.
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IKEA and where do you get your knowledge?
Activities related to digitization and new technologies are an integral part of IKEA's global business strategy aimed at creating new shopping opportunities and experiences. By developing a multi-channel sales environment, IKEA wants to give customers the opportunity to choose the most suitable place and method of shopping.
To this end, we have built a digital organization at the global level and we also have digital structures at the national level. We also invest in external competences. An example of this is the acquisition of companies like Geomagical Labs or Mad4Net by our global organization. We used the Geomagical Labs solution in the IKEA Kreative functionality, which was recently launched on the Polish market.
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