Welcome to week three, and communicate effectively about ethical challenges in data driven technologies. This week, learners will focus on the importance of planning for an ethical crisis. There is a proverb that states, for tomorrow belongs to the people who prepare for it today. And you were let again this week by Renee Cummings, who will lead you to a promising tomorrow. Welcome Renee. >> Thank you, Megan. >> Reene, what do we mean when we say that an organization can undergo an ethical crisis? >> I think what we mean is that organization has not been paying attention, to the kinds of ethical risks that present those crises. So, they're not paying attention to privacy issues, safety and security, transparency and explainability, fairness and nondiscriminations. Those are some of the big ethical principles that provide, very unique challenges for organisations. Who do not embrace an ethical organizacional culture. Or who do not create a culture, of risk understanding, appreciation, mitigation, management and monitoring. So, that's pretty much it. >> Absolutely Renee, and none of us want to be caught in an ethical crisis. But why is it important to start planning for an ethical crisis rather than just wait for it to happen? >> Well, the thing about crisis management and risk management, it's about being proactive. And you've got to do that, way before the design, development, and deployment stage of AI. Or new and emerging technologies, their solutions systems, or product. You want to be prepared, crisis management, risk management, is about preparedness. And to be prepared, you've got to tackle those big questions early in the game. So, the organization itself must have that ethical culture. It also must make that ethical culture, a safe space. Where individuals in the organization feel comfortable, if they see a risk, or if they feel uncomfortable about anything that's being designed. That they can step up and say, wait a minute, let's think about that. And that's what we call intellectual confrontation. It means bringing those minds together, and having those minds decide, what is the best way forward with this technology? Also ensuring that your stakeholders, have a seat at the table. Because you want to ensure what your design is, inclusive, that it does not exclude anyone. And you want to ensure that all voices are heard, and there's that broad based representation, and visibility. >> Thank you Reene. Once again looking forward to the lessons of this week. [MUSIC]