Beyond these applications, SAS is exploring the use of digital twins, or virtual simulations, that are helping the company test and refine event strategies in real time.
“It’s a great way of not waiting for that event to happen, but to really simulate it in advance,” Chase said.
As the use of gen AI accelerates, ethical considerations, such as preserving IP and its climate impact, are becoming increasingly more pressing.
In response, SAS has established guidelines to uphold ethical standards, prioritizing privacy, incorporating a human-in-the-loop approach, and ensuring transparency in all AI applications. The company has implemented a nutritional label that discloses how AI is used in decision-making processes—a practice that Chase said has proven effective in maintaining trust with clients.
Meanwhile, Blackwell acknowledged the environmental concerns surrounding gen AI are valid. While AI has allowed the nonprofit to reduce marketing costs—such as cutting back on direct mail to donors—the savings have been redirected towards the environment, said Blackwell.
