{"id":131669,"date":"2025-03-13T22:58:23","date_gmt":"2025-03-13T22:58:23","guid":{"rendered":"https:\/\/peraltafinancing.com\/business\/marketing\/smarter-ai-means-bigger-risks-why-guardrails-matter-more-than-ever\/"},"modified":"2025-03-13T22:58:23","modified_gmt":"2025-03-13T22:58:23","slug":"smarter-ai-means-bigger-risks-why-guardrails-matter-more-than-ever","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=131669","title":{"rendered":"Smarter AI means bigger risks \u2014 Why guardrails matter more than ever"},"content":{"rendered":"


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AI agents are changing the game for business in general and marketing in particular. While they bring automation and efficiency to a new level, they require strong governance. As AI agents get smarter and more embedded in daily operations, ensuring they\u2019re used responsibly, securely and ethically isn\u2019t just a nice-to-have\u2014it\u2019s a must.<\/p>\n

\u201cThe question is the same, whether it is generative AI, traditional AI, machine learning or agentic,\u201d said Kavitha Chennupati, senior director of global product management at SS&C Blue Prism. \u201cIs the LLM returning the appropriate response or not?\u201d<\/p>\n

The very things that make AI useful \u2014 its ability to analyze large amounts of data and to scale and personalize customer experiences, to name just two \u2014 increase the stakes if it gets something wrong.<\/p>\n

\u201cThe impact of not having good quality responses and good governance is magnitudes above where it used to be,\u201d said Mani Gill, VP of product at Boomi.AI. \u201cThe scale of an agent asking for that data is way more than a human asking for that data. It multiplies by thousands and thousands.\u201d<\/p>\n

That\u2019s why you have to have AI guardrails. Because marketing is leading the way in AI adoption, marketers must know what guardrails are and how to develop them.<\/p>\n

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The first thing to know is that you don\u2019t start by working on the AI. You start with people deciding what the rules are.<\/p>\n

\u201cWe go with the philosophy of governance-first approach,\u201d said Chennupati. \u201cLay the foundation before you start incorporating the technology.\u201d<\/p>\n

Any organization that implements AI must first create a governance council. The council consists of people from different business functions who set AI policy for everything from brand rules to what data it can access to when people need to intervene and beyond.<\/p>\n

Establishing guardrails: steering autonomous actions<\/h2>\n

Boomi AI Studio incorporates \u201cbuilt-in ethical guardrails\u201d within its design environment. These are intended to guide the development and deployment of agents towards responsible actions. Beyond platform-specific features, Chennupati outlines several key mechanisms for establishing guardrails, including:<\/p>\n