Demandbase

Demandbase AI Principles

Artificial intelligence (AI) is undeniable in its power and potential, and imperative to success in today’s rapidly evolving digital era. We at Demandbase recognize the critical role that AI plays in reshaping how we work, innovate, and evolve. We’re also cognizant of the potential risks if AI is adopted and employed absent the proper guardrails.

Our Demandbase AI Principles represent our commitment to the transparent, intentional, and responsible use of AI in everything we do. They underpin our efforts to deliver the most open, flexible, and transparent platform to accelerate go-to-market (GTM) results, and will empower our team members and customers to effectively navigate unparalleled GTM fragmentation (of data, roles, and technologies) and rapid technological change.

While AI has enabled us to provide our customers with the most powerful tools to date, there’s also a risk of exacerbating GTM fragmentation due to confusion, data siloes, and misaligned agents. We’ve led the way in defining previous phases of GTM technology, and we’re committed to leading once again as we unlock the full potential of AI and empower our customers to thrive in this next phase of assisted automation and insights.

To do this successfully, we must strategically transform the way we work and the products and services we develop and deliver to our customers. Our AI Principles ground and inform our path forward, enabling us to fully harness the power of AI to drive innovation, productivity, and efficiency, and to help our customers win by accelerating pipeline more effectively than ever before.

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We use AI purposefully to grow pipeline and deliver value for our customers
  • We develop, use, and deploy purpose-built, human-centered AI-driven tools and technology tailored to the needs of the people using it – Demandbase customers, partners, and team members.
  • We don’t design AI with the goal of replacing humans. We consider AI to be a co-pilot, idea accelerator, and productivity amplifier. Whether through assistance or automation, we use it to empower customers to scale, accelerate results, and achieve even greater outcomes.
  • Our north star is to grow pipeline and deliver measurable value for our customers, and we strategically use AI to achieve this goal
We prioritize accurate, reliable, and secure data
  • We are laser-focused on providing a strong, integrated data foundation with trusted, best-in-class data to drive AI solutions that fuel customer success.
  • We are committed to the highest standards of data management and security to provide accuracy, validity, and privacy for our internal teams and our customers.
We lead with transparency
  • Trust isn’t formed in a black box. We are open and transparent in our use of AI in developing and deploying our tools and technology, and take responsibility for its impact.
  • We believe users should have clarity and specificity on how AI is supporting their work, and be able to validate AI-driven outputs. To that end, we continually test and validate our AI models to ensure we’re meeting the needs of our users.
We are accountable and employ AI ethically
  • We are fiercely committed to privacy and data security, adhering to legal standards and industry best practices, and ensuring the proper protocols are in place.
  • We believe accountability is a team sport – everyone at Demandbase is expected to adhere to these principles to ensure we continue to use, build, and deploy AI intentionally and responsibly.
We consider the use of AI as standard operating procedure and prioritize continuous learning
  • We believe that AI accelerates our work in service of our strategic priorities, and proactively seek opportunities to use AI to enhance efficiency.]
  • We believe AI should feel intuitive for our customers, routinely anticipating their needs and proactively offering intelligent solutions that they can implement with ease.
  • We are committed to fostering a culture of continuous AI learning and evolution across Demandbase, prioritizing training and development opportunities, sharing best practices, and celebrating AI-related wins.

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