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BMW Sets Out 7 Principles For Use of Artificial Intelligence
October 13, 2020
The use of artificial intelligence (AI) is a central element of the digital transformation
process at the BMW Group. The BMW Group already uses AI throughout the value
chain to generate added value for customers, products, employees and processes.
Michael Würtenberger, Head of ‘Project AI: “Artificial intelligence is the key technology
in the process of digital transformation. But for us the focus remains on people. AI
supports our employees and improves the customer experience. We are proceeding
purposefully and with caution in the expansion of AI applications within the company.
The seven principles for AI at the BMW Group provide the basis for our approach.”
The BMW Group continues to follow global developments in terms of both
technological innovations and regulatory and ethical issues. Together with other
companies and organisations, the BMW Group is involved in shaping and developing
a set of rules for working with AI, and the company has taken an active role in the
European Commission’s ongoing consultation process.
Building on the fundamental requirements formulated by the EU for trustworthy AI, the
BMW Group has worked out seven basic principles covering the use of AI within the
company. These will be continuously refined and adapted as required according to the
multi-layered application of AI across all areas of the company. In this way, the BMW
Group will pave the way for extending the use of AI and increase awareness among
its employees of the need for sensitivity when working with AI technologies.
Seven principles covering the development and application of artificial intelligence at
the BMW Group:

▪ Human agency and oversight. The BMW Group implements appropriate human
monitoring of decisions made by AI applications and considers possible ways that
humans can overrule algorithmic decisions.
▪ Technical robustness and safety. The BMW Group aims to develop robust AI
applications and observes the applicable safety standards designed to decrease the
risk of unintended consequences and errors.
▪ Privacy and data governance. The BMW Group extends its state-of-the-art data
privacy and data security measures to cover storage and processing in AI applications.
▪ Transparency. The BMW Group aims for explainability of AI applications and open
communication where respective technologies are used.
▪ Diversity, non-discrimination and fairness. The BMW Group respects human dignity

and therefore sets out to build fair AI applications. This includes preventing non-
compliance by AI applications.

▪ Environmental and societal well-being. The BMW Group is committed to developing
and using AI applications that promote the well-being of customers, employees and
partners. This aligns with the BMW Group’s goals in the areas of human rights and
sustainability, which includes climate change and environmental protection.
▪ Accountability. The BMW Group’s AI applications should be implemented so they
work responsibly. The BMW Group will identify, assess, report and mitigate risks, in
accordance with good corporate governance.
Overall centre of competence for the company: “Project AI”.
AI supports BMW employee detect and remove defective components
‘Project AI’ was launched in 2018 to ensure that AI technologies are used ethically and
efficiently. As the BMW Group’s centre of competence for data analytics and machine
learning, it ensures rapid knowledge and technology sharing across the company.
Project AI therefore plays a key role in the ongoing process of digital transformation at
the BMW Group and supports the efficient development and scaling of smart data and
AI technologies.
One of the developments to come out of Project AI is a portfolio tool which creates
transparency in the company-wide application of technologies making data-driven

decisions. This D3 (Data Driven Decisions) portfolio currently spans 400 use cases, of
which more than 50 are available for regular operation.
Since 2018, the BMW Group has been using various AI applications in series
production. One focus is automated image recognition: In these processes, AI
evaluates component images in ongoing production and compares them in
milliseconds to hundreds of other images of the same sequence. This way, the AI
application determines deviations from the standard in real time and checks, for
instance, whether all required parts have been mounted and whether they are
mounted in the right place.
At the BMW Group, flexible, cost-effective, AI-based Infrared camera at BMW takes
live picture of a component, which AI compares with data base.
applications are gradually replacing permanently installed camera portals.
Implementation is comparatively simple. A mobile standard camera is all that is
needed to take the relevant pictures in the production hall.
The AI solution can be set up quickly too. Employees take pictures of the component
from different angles and mark potential deviations on the images. This way, they
create an image database in order to build a neural network, which can later evaluate
the images without human intervention.
Source: Metrology News, 2021

QUESTION ONE [30]
“The BMW Group is committed to developing and using AI applications that promote
the well-being of customers, employees and partners. This aligns with the BMW
Group’s goals in the areas of human rights and sustainability, which includes climate
change and environmental protection.”
Reflect on the statement and article above and together with your own online desktop
research, discuss the six (6) corporate social responsibility initiatives BMW Group may
implement in order to focus on human rights and sustainability, which includes climate
change and environmental protection.
• Analyse the statement and article

• Critically discuss six (6) corporate social responsibility initiatives BMW
Group may implement. The emphasis should be on human rights and
sustainability including climate change and environmental protection.
• Answer must not exceed three (3) pages
• Please conduct your own online desktop research in order to support your
answer.