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How We Use AI for Data Enrichment

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If you receive our newsletter or follow our blog, you’ve likely seen our recent posts and resources regarding proper AI usage. Our use of AI needs to be more than compliant with laws, regulations, and contractual obligations. We must be responsible and accountable for ensuring that our use of AI is both ethical and respectful to the individuals and organizations with whom we interact.

Our Commitment Includes Transparency and Security

At Cumulus Global, our commitment to ethical and appropriate use of AI includes transparency in why, when, and how we use AI services.

Any data we process through these AI tools is protected under our strict internal security protocols, ensuring your information remains secure, confidential, and never sold to outside parties.

Where We Use AI for Data Enrichment

As with most businesses, accurate information about clients, vendors, and partners is essential for managing services and communications. Data enrichment is a vital part of this process.

By definition, data enrichment is the process of updating information by filling in missing data or collecting new, relevant details.

We are currently piloting AI-powered tools to help us enrich the data we store about individuals and organizations. Doing so will give us better context for managing client relationships and for focusing our marketing and sales communications to those most likely to be interested.

Cumulus Global runs much of our operations using HubSpot, including our marketing, sales, and service functions. HubSpot features several tools (some of which use AI) to verify and update data elements in contact and company records.

Connect with a Cloud AdvisorHubSpot Breeze AI

Breeze AI is a service within HubSpot that offers data enrichment services by using the HubSpot Commercial Dataset to fill in missing fields.

Similar to commercial products like ZoomInfo, Cleanlist, Apollo, the HubSpot Commercial Dataset gathers publicly available information directly from individuals, as well as from third parties where a legal basis exists to process the information. However, unlike these other services, we cannot use HubSpot to identify new potential customers. We can only use the service to fill in missing information within our existing customer or company contact records.

Much of what the service provides involves common missing information, such as countries for addresses, country prefixes for phone numbers, and job titles. The AI component analyzes this information alongside the data we already have to provide further context, such as job function and authority. For example, a record may be updated to reflect a contact’s role as a senior manager in an operations department. The AI service also cross-references opt-outs and other verifications to help ensure we do not send you unwanted messages.

LinkedIn Integration

When a person or an organization is added to our database, HubSpot will, if possible, match the information to the person’s public LinkedIn profile or a company’s public page. HubSpot scans these public profiles and pages to fill in basic information, such as job titles, website domains, and employee counts.

You Are in Control

You are always able to manage how much of your information is shared.

LinkedIn

LinkedIn has several settings that allow you to extensively limit what the platform shares. You can review and manage these settings through your LinkedIn account.

HubSpot Commercial Dataset

HubSpot, like ZoomInfo and other data aggregators, provides the ability on its website to delete your data from the HubSpot Commercial Dataset. Doing so serves as an opt-out of the “sale” of data under relevant laws. Cumulus Global is immediately notified, and any data used to enrich our records is removed.

Cumulus Global

We do not share information other than as needed to provide our services to you and your company. You can manage which types of communications you receive from us by using the “Manage Preferences” link at the bottom of all of our automated emails.

We Are Here to Help

If at any time, you have questions or concerns, please send us an email or use the chat box or contact form on our website.

About the Author

Allen Falcon is the co-founder and CEO of Cumulus Global.  Allen co-founded Cumulus Global in 2006 to offer small businesses enterprise-grade email security and compliance using emerging cloud solutions. He has led the company’s growth into a managed cloud service provider with over 1,000 customers throughout North America.

A 5-Step Strategy for Responsible AI

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5-Step Strategy for Responsible AI

AI is changing how our businesses operate and compete. As we rely more on AI, having strong governance is essential to ensure our AI tools are used securely, ethically, and responsibly. Our use of AI should align with your company’s values and regulatory standards.

By setting clear policies and accountability, you can reduce risks like data breaches, ethical issues, and noncompliance. Strong governance also prevents unauthorized AI use, making sure that every AI activity supports your business goals.

1 Create Comprehensive AI Use Policies

Unauthorized AI use, or Shadow AI, creates serious risks for your business. To manage Shadow AI and other risks, you need visibility, control, and guidance for your team. A well-crafted AI Usage Policy reduces the chance of mistakes or misuse and helps you responsibly manage AI usage.

Your AI usage policies should:

  • Define allowed and unallowed use of AI as a tool/resource
  • Outline principles for ethical and appropriate use
  • Specify security guidelines to ensure data protection and compliance with regulations, industry standards, and contractual obligations

Your policies should also clearly state:

  • How your team should handle your company data
  • How your team should handle and protect third party data
  • Which AI tools are approved
  • When and how team members may use external AI resources

2 Implement and Monitor Controls

Implementing access controls and monitoring systems helps you identify when AI tools are being used outside approved channels.

Create processes for:

  • Your team to request access to AI tools and services
  • Evaluating requested tools for applicable use cases, usability, security, and cost
  • Deploying new AI tools and services, including education and training

Periodically audit your environment to spot unauthorized applications before they create problems. 

Work with your team to move to authorized AI tools that provide the same capabilities or review and select a solution you can secure and support.

3 Ensure Legal and Regulatory Compliance

Compliance is a key aspect of responsible AI use. Your AI practices need to follow data privacy laws, industry regulations, and contractual obligations. 

Begin by identifying and reviewing relevant laws, industry standards, and contractual obligations related to data privacy. Identify any specific conditions or requirements related to the use of AI services.

You want to be able to demonstrate and document your compliance. Review the security compliance certifications and practices of your AI services and tools. Collect the necessary information, including how your AI tools collect, store, and use data. 

Regular audits will help catch potential issues, particularly with Shadow AI. 

Stay current with evolving legislation to ensure that your AI practices remain compliant over time.

4 Prioritize Ethical AI Practices

Ethical AI builds trust and protects your reputation. When you prioritize ethics, you show that your business values integrity and fairness, strengthening relationships with clients and stakeholders.

  • Regularly review your AI models and the data they use to remove bias and ensure transparency in decision-making. In addition to bias detection and mitigation, AI training should include diverse data sources and that results are not skewed by inherent biases.
  • Make sure your AI is fair, explainable, and accountable, so your team and clients can trust its outcomes. AI tools should articulate results and decisions in human-understandable terms. People need to be able to understand the rationale behind the AI results.
  • Ensure you have human judgement and intervention at every stage of your AI journey. Clear lines of responsibility provide accountability. Human review prevents over-use of AI, particularly in decision-making. Encourage feedback from employees, clients, and other stakeholders.

5 Train and Support Your Team

Your AI strategy will only succeed if your team knows how to use AI safely and effectively. When your team is confident in using AI, you maximize its benefits while minimizing risks.

Provide training and support that covers technical skills, applicability to relevant use cases, and ethical considerations. 

Support strategies include:

  • Offering training sessions and user guides.
  • Providing a dedicated support team for questions.
  • Offering ongoing learning opportunities as AI evolves.

How We Help

Using AI securely and ethically requires careful planning and ongoing effort. Our Cloud Advisors can help you identify use cases, select tools and services, endure data security and government, and help your team get the most from your AI investments.

About the Author

Bill Seybolt bio pictureBill is a Senior Cloud Advisor responsible for helping small and midsize organizations with cloud forward solutions that meet their business needs, priorities, and budgets. Bill works with executives, leaders, and team members to understand workflows, identify strategic goals and tactical requirements, and design solutions and implementation phases. Having helped over 200 organizations successfully adopt cloud solutions, his expertise and working style ensure a comfortable experience effective change management.