Rahaf Harfoush

Rahaf Harfoush is a Strategist, Digital Anthropologist, and New York Times Best-Selling Author who focuses on the intersections between emerging technology, innovation, and digital culture. She is the Executive Director of the Red Thread Institute of Digital Culture. Rahaf is a member of France’s National Digital Council.

Rahaf Harfoush emphasizes that while leaders tend to focus on how AI will disrupt business processes, they often overlook the profound cultural changes AI will bring. She argues that it is essential to consider the human and cultural impact when adopting new AI technologies. Harfoush highlights four key questions leaders should ask. First, how can AI drive new paradigms of innovation, such as equitable business practices or a four-day work week? Second, how can leaders use AI for the greater good, recognizing that AI can have both positive and negative impacts? Third, how can leaders ensure clarity and transparency when AI data sources are often obscure, to avoid introducing biases into their organizations? Finally, how should we redefine “creative mastery” in the age of AI, as AI transforms fields like marketing, knowledge management, and artistic creation? Harfoush urges leaders to rethink traditional approaches to leadership and creativity as they navigate the complexities of AI.

Read more: https://www.ey.com/en_lu/insights/entrepreneurship/four-questions-business-leaders-should-ask-about-working-with-ai