Dawn Baker, the Chief Technology Officer of Back Market, which is an online marketplace for refurbished electronics, emphasizes the importance of sustainability as the company's main goal. In an interview, he stated, "We have an environmental mission at our core" and pointed to the role of technology in optimizing resource consumption. Baker added, "We must ensure that we are not using more than we need."
Challenges of Artificial Intelligence and Environmental Resources
Baker also mentioned the challenges associated with artificial intelligence, saying, "Artificial intelligence offers tremendous opportunities but at the same time consumes a lot of resources. This is completely contrary to environmental sustainability." He believes that the smart use of artificial intelligence and avoiding falling into the trap of advertising and trying to use it everywhere is essential.
Investment in Customer Experience
Due to many consumers' hesitations about refurbished goods, Back Market has focused its AI-related investments on general functions such as customer service, fraud detection, pricing intelligence, and quality assurance. In this regard, Baker said, "Investing in customer experiences that build trust is not only beneficial for us but also helps the entire category of goods to encourage people to think about maintaining what they have." This approach can help change consumer attitudes towards refurbished goods and increase trust in these products.
Ultimately, Baker emphasized that this approach is not only beneficial for Back Market but can also contribute to the growth and promotion of a sustainability culture in the market. Given the challenges related to resources and the environment, Baker believes that companies should seek solutions that benefit both the environment and society.
