AI is poised to significantly influence emerging global markets, bringing both opportunities and challenges. My recent experiences working with governments in countries like Tunisia and Turkey highlight this dynamic shift. Tunisia’s initiative to launch an AI university in English, rather than French, exemplifies a strategic move to align more closely with global markets and AI advancements. This decision underscores the urgency for emerging markets to adapt and not be left behind, especially as 70% of US businesses have already integrated tools like ChatGPT into their operations.

Revolutionising Key Sectors

Emerging markets are particularly excited about AI’s potential to revolutionise sectors such as health, agriculture, climate change, and manufacturing. These sectors are ripe for innovation and efficiency gains through AI. However, it’s crucial to recognise that the majority of AI implementations will be within everyday businesses, leveraging accessible platforms like ChatGPT, Gemini, Claude, and Perplexity. These tools provide tremendous productivity benefits at relatively low costs, making them attractive options for small and medium-sized enterprises.

Addressing Data and Cultural Bias

Significant considerations must be addressed. With 50% of websites in English and 60% of internet traffic directed towards US companies, there is an inherent bias in the data upon which these AI models are trained. This raises important questions about the relevance and applicability of such AI tools in different cultural contexts. Emerging markets need to critically evaluate how these AI platforms, built on predominantly Western data, align with their local cultural values, ethics, and customer expectations. The risk is that AI could inadvertently impose foreign norms and practices, potentially impacting local cultures and sovereignties.

Tailored AI Adoption

Despite these challenges, there is immense potential for emerging markets to leapfrog traditional stages of development by adopting AI. However, this adoption must be on their terms. It requires a tailored approach that respects and integrates local contexts and needs. By doing so, these markets can harness AI’s power while preserving their unique identities and values.

Building Public Trust

Public trust and perception of AI are also evolving. Unlike the early days of social media, where users freely shared personal data, there is now a heightened awareness and skepticism towards AI. People are increasingly concerned about data privacy and the ethical implications of AI systems. This shift in perception necessitates that businesses in emerging markets adopt transparent and ethical AI practices to build and maintain public trust.

Key Questions We Need to Ask

1. How can emerging markets ensure AI tools align with local cultural values and ethics?
   • Assessing the relevance and impact of Western-trained AI models on local practices and norms.
2. What strategies can help bridge the gap between AI advancements and local needs?
   • Developing tailored AI solutions that address specific challenges faced by local industries and communities.
3. How can public trust in AI be built and maintained in these markets?
   • Implementing transparent, ethical AI practices and robust data privacy measures to foster trust.
4. What role can governments and educational institutions play in AI integration?
   • Supporting AI education, training, and ethical guidelines to ensure responsible AI use and innovation.

Conclusion

While AI presents remarkable opportunities for emerging global markets, it also demands careful and thoughtful integration. Leaders in these markets must navigate the complexities of AI adoption, ensuring it aligns with local values and contributes positively to societal progress. By embracing AI on their terms, emerging markets can not only keep pace with global advancements but also carve out a significant role in the future of AI. This balanced approach will enable them to harness AI’s transformative power while safeguarding cultural integrity and public trust.