Is it ethical not to use AI? Kristina Tikhonova offers a new perspective
In a thought-provoking exchange with RTS, Serbia’s national broadcaster, Kristina Tikhonova, Microsoft’s General Manager for Southeast Europe, challenges us to reconsider the role of artificial intelligence in our rapidly evolving world. Rather than asking if artificial intelligence will replace humans, Tikhonova reframes the debate: is it ethically responsible to ignore the transformative potential of AI altogether?
Tikhonova emphasizes that AI should be viewed as an empowering partner, enhancing human capabilities while ensuring that creativity and critical thinking remain uniquely ours. As she notes, emotional intelligence and strategic vision are irreplaceable assets, even as AI streamlines workflows and manages repetitive tasks.
Microsoft’s commitment to responsible innovation is clear: by establishing ethical boundaries from the outset, the company aims to guarantee that technology serves humanity, never the other way around. This philosophy is especially pertinent for countries like Serbia, which possess the talent and ambition to become global technology leaders.
“Microsoft never thinks about replacing human ingenuity with AI. We think about how to extend it,” Tikhonova affirms, highlighting the company’s dedication to empowering individuals and driving meaningful change.
Curious about how ethical AI adoption is shaping the future—and what this means for society, business, and creativity?
Dive deeper into the full interview to discover what’s next in the world of digital innovation: Danas je pravo pitanje da li je etički ne koristiti veštačku inteligenciju
Top image: Kristina Tikhonova, Microsoft’s General Manager for Southeast Europe, reframes the AI debate in her RTS interview: is it ethical to ignore AI’s transformative potential? Rather than fearing replacement, she advocates viewing AI as an empowering partner that enhances human capabilities while preserving creativity and critical thinking. Image courtesy of Microsoft.