Baku, December 4, AZERTAC

Amy Peck, CEO of EndeavorXR, a leading global XR strategy & consulting firm, was interviewed by the Azerbaijan State News Agency (AZERTAC).

As one of the foremost experts in immersive technology, the Metaverse, Web 3.0, and Blockchain, Peck has been recognized as one of the Top 50 Most Powerful Women in Tech for 2023. She is also featured in the book 100 Women of The Future.

- What challenges and ethical considerations arise with the widespread adoption of artificial intelligence? Are there any specific policy recommendations or regulations that you think are needed to ensure the development of AI?

-There are many concerns around ethics and governance related to A.I. While I firmly believe in the power of AI for the benefit of humanity, regulators and policy makers have unique challenges in balancing regulation without stifling innovation. A few of the core areas to consider are maintaining data privacy, removing bias and ensuring transparency and accountability. The EU AI Act has identified high-risk AI systems including biometrics, critical infrastructure, education, employment, essential public service access, law enforcement, immigration and administration of justice. Across all of these systems, there are risks to government, businesses as well as consumers and constituents.

There are some interesting models that would allow individuals to manage their own data. An individual could respond to a request (or query) for specific personal data points, perhaps in exchange for monetary or experiential compensation. In the case of sensitive Personally Identifiable Information (PII) such as healthcare, biometric or financial data, this could be shared with governments or healthcare providers to receive government services or proper care.

One example would be to have our own AI agents to index and manage our data and help us set the parameters for the data usage. The AI would confirm the veracity of a request and requestor, assess the value exchange for the data, allow temporary access and assign a ‘time to live’ for the recipient, automatically removing the data from the recipient’s server or device after a set period. Smart contracts would automate, manage and record the exchange, designated use and then deletion of the data.

This would require significant infrastructure and protocol changes as well a series of new standards, but there are some aspects that already align with existing network protocols. Despite the challenges, there are many reasons to explore this kind of model.

Concerns around data privacy are valid and as more and more data is being generated and distributed, the challenges in safeguarding it are growing exponentially. Blockchain will play a role in the securing of data, as well enforcing transparency and compliance with AI regulations.

Ensuring AI models are bias-free requires vigilant data prep, cleaning and consistent monitoring and validation. Synthetic data models must also go through the same rigor as real-world data. Subtle biases become magnified significantly, especially if the synthetic data is derived from improperly managed data sets.

This feeds into the transparency and accountability aspect to ensure that those who are building these models are adhering to best-practices and required compliance. Companies may want to enact even more stringent policies when working with their own data and models.

And again, blockchain plays a role here with automated reporting around data management, audits and compliance requirements. Moving forward, it will be important for global governments and business entities cooperate, and to continue evaluating policies and develop an agile process to react quickly as the technology evolves.

-In 2021, a partner center of the was established in Azerbaijan. How do you assess the impact of such centers on the economic development of countries and regions?

-Being a member of the World Economic Forum's C4IR network delivers many benefits, enabling partners to build a holistic view of both global and regional challenges, then deploy new technologies to improve outcomes for all. This serves as a powerful example to the world, demonstrating the impact of collaboration and knowledge-sharing among nations.

The establishment of the C4IR Center is a credit to Azerbaijan’s government, particularly the Ministry of Economy, in recognition of Azerbaijan’s commitment to innovation and the responsible adoption of emerging technologies. In collaboration with the other centers, Azerbaijan will contribute meaningfully to global C4IR Initiatives.

This is the foundation of a research-based, responsive entity to propel Azerbaijan forward with the digital economy and to effectively harness the tsunami of emerging technology that is evolving at a breakneck pace.

The World Economic Forum C4IR remit always refers to a human-centric approach to shaping broad technological advancements that will benefit our global society. This is inspiration for my own personal hope that we collectively consider the digital economy within the broader context of global innovation.

The goal is to focus on developing an economic construct that allows us to address the Grand Challenges. In many ways, the measure of GDP as a primary barometer of economic health can be diametrically opposed to solving for the Grand Challenges.

In parallel to driving growth, we can leverage AI to model out new economic theories. We will not be able to dramatically shift the economic status quo in our lifetime, but perhaps through AI and simulation, we can discover the kernels of a new economic construct. If we model one that invites a broader swathe of people into a more equitable economy, and a green, safe and clean future, that could be our collective gift to future generations.

-How do you assess the development of the innovation ecosystem of the Caucasus region, including Azerbaijan?

-I have worked on several innovation and ecosystem building programs in the Caucasus region over the past several years. A key element in becoming an emerging tech and innovation powerhouse on the global stage is the development of a robust ecosystem that includes collaboration between government, universities and enterprise to foster a startup culture, angel and venture capital investment and global acceleration partnerships.

Azerbaijan has done the hard work to develop these foundational elements to become a leader in digital innovation. More than just the building blocks, Azerbaijan is already leading multiple initiatives around technology, innovation and digitization. The investment in smart city initiatives, technology education and a startup ecosystem will have far-reaching impact.

Because this work has been ongoing over the past several years, Azerbaijan is poised for significant growth across all sectors of business. The investment in education will ensure a high-calibre workforce to support scale. It also positions Azerbaijan as an attractive investment for companies looking to expand into the region. This model will be an example for other nations to emulate.

-What progress has Baku made in the field of advanced technologies and innovation management in manufacturing in recent years?

-Modernizing IoT and robotics, leveraging AI to optimize manufacturing lines as well as Azerbaijan’s focus on renewable energy will all play a role in advancing manufacturing capability within Azerbaijan and for foreign manufacturing companies looking to open new facilities.

While in Baku, I was introduced to a number of Azerbaijan’s initiatives including their Digital Transformation Strategy, Smart City Program, Digital Infrastructure, and Innovation Parks. All of these will positively impact not only the manufacturing industry, but all industries. Another aspect that will benefit industry is the investment in workforce training and upskilling. This is a critical component for all companies.

The focus on STEM education, ICT integration in public schools and expanded programs like the Sabah.Hub and the Sabah.Fund creates an end-to-end foundational ecosystem so that the best and the brightest in the region can imagine, build and thrive in Azerbaijan.

-How can the tools of the Fourth Industrial Revolution, such as artificial intelligence and blockchain, contribute to the development of the digital economy both globally and in the context of Azerbaijan? What skills do you think people need to succeed in the AI-driven labor market?

-The technologies that will impact the digital economy over the next decade go well beyond AI and Blockchain and include IoT, 5G/6G/NextG, Spatial Computing (XR)/Digital Twins, Cloud/Edge, Quantum Computing, Cyber Security and Robotics/Automation. Beyond this, identity, proof of humanity and trust will become very important issues. We will see many new business models emerge, and movements toward data sovereignty.

Azerbaijan is already expanding its digital infrastructure and digital platforms as a global hub for business, technology and innovation. Government policies reflect its focus on the responsible evolution of technology. The next steps will be to assess the convergence of all of these technologies to find the right path in support of Azerbaijan’s overarching goals. Education will be very important – giving the next generation access to all of these technologies from an early age.

Some of the secondary skills that will need to be introduced into schools will include a range of soft-skills like communication and collaboration, emotional intelligence, ethics, empathy and the ability to self-teach. As the technology evolves, new roles will emerge and new skill sets will have to be mastered. Innovation is a long, winding journey – I look forward to seeing Azerbaijan’s continued success in the coming years.