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View of the panel event from the back of the room
Home / Insights / ＿

AI: Friend or foe in a purpose-driven world?

As part of this year’s B Corp Month, Luminary hosted a panel event exploring the question of whether AI is a friend or foe to purpose-driven organisations. Here, we summarise the insights that came from the discussion.

Tami Iseli
Tami Iseli

07 April 2025

6 minute read

In today's rapidly evolving technological landscape, AI is dramatically reshaping industries and daily life. But for organisations that are focused on purpose and ethical considerations, the question arises: Is AI a friend or foe? This was the central theme of our recent B Corp Month panel event, ‘AI: Friend or foe in a purpose-driven world?’ 

The panel discussion, led by Luminary CTO Andy Thompson, put the spotlight on the potential impacts of AI and how these can be managed by businesses committed to balancing profit with people and the planet.

Our panelists for the evening were:

  • Mia Bowyer: CEO of social media management platform Automate Social
  • Tim O’Neill: Co-founder of generative AI agency Time Under Tension
  • Sam Tait: CEO of employee engagement agency BRND Group
  • Angie Farrugia: Director of Communications & Engagement, B Lab, AANZ (the organisation responsible for certifying B Corps).

Watch the highlights video below (32 mins), or read on for a summary of the event.

Defining purpose-driven

To set the stage for the discussion, Andy asked the panelists to describe what ‘purpose-driven’ meant to them. While B Lab’s Angie Farrugia outlined how the concept of ‘purpose-driven’ is defined in the B Corp movement –  a commitment that businesses make to building social and environmental outcomes beyond making a profit – the panelists also agreed that being purpose-driven is about alignment with personal values. 

Mia described it as listening to the ‘positive voice’ that makes you recognise your strength, and what you want to contribute to the world. “The best way to access that positive voice inside your head is you think about your favourite day of work, what were you doing, what were you feeling, what were you experiencing? That's probably your most purpose aligned day.”

What excites you, and what worries you, about AI?

Jumping into the crux of the debate, Andy then asked the panelists to explain one thing that excites them about AI and one thing that worries them. 

Sam expressed excitement about AI's efficiencies and creative potential, enabling new ideas and strategies. However, she worries about the lack of planning and ethical considerations in the rush to adopt AI. Angie echoed this concern, highlighting the governance challenges and the rapid pace of change. She also pointed out AI's potential to positively impact environmental conservation and human rights.

Mia shared her empowering experience of using AI to bring her ideas to life, creating an app to automate business tasks. But she also raised concerns about the increasing use of AI avatars with their potential to mislead people, and the risks of us losing our human connection. 

Tim celebrated the rapid pace of change in AI, with new tools and capabilities emerging weekly, while also expressing concern about the unintended consequences and downstream effects that are yet unknown. 

There was also some discussion among the panel about the security and privacy issues that can arise when AI tools are used without proper safeguards.

The tension between purpose and AI

The panel then explored the tension between purpose-driven values and AI. Tim discussed the environmental impact of training and using large language models, which are energy-intensive. Mia emphasised that AI, while valuable, lacks values and emotions, and should be treated as a functional tool, not a replacement for human connection. Angie highlighted the ethical dilemma of energy consumption and the often-unseen ‘ghost workers’ who support AI development, sometimes in exploitative conditions.

AI and creativity

The discussion then turned to AI's impact on creativity. The panellists recognised the potential of AI to empower more people to be creative and push creative boundaries, with Mia arguing that creativity in prompts is essential for generating creative AI outputs. On the counter-argument side, Angie cautioned about the impact on creative industries and the risk to critical thinking skills if we become too reliant on AI.

Mitigating AI's environmental impact 

The panelists explored how to mitigate AI's impact on the planet and whether AI could be an ally in the fight against climate change. Angie emphasised the need for conscious usage, while Mia shared her experience of using AI to support a wild dog and monkey sanctuary, demonstrating its potential for good.

“I've actually been using AI to help the planet since I was working in Bali at a wild dog and monkey sanctuary,” explained Mia, recounting the story of how the sanctuary had an outbreak of tuberculosis among the animals and they used AI to quickly access funding to save them. “There was no time to reach out to brand partners… It was so hectic that it was almost like there's only one thing that can help us and it was AI. We created all these amazing AI systems for our outreach to generate enough income to make sure the dogs were fed and the monkeys were housed. We used (lead generation tool) Apollo to find businesses in the local area and send automated outreach to them, and we used Phantom Buster which helped us find Google Maps businesses. So yeah, I fully believe AI can help the planet.”

Societal inequality and AI

The discussion touched on the potential for AI to exacerbate societal inequality. Andy raised the point that the cost of some premium AI programs puts them out of the reach of many people. In response, Tim argued that free versions of AI tools like ChatGPT can be empowering, providing access to information and capabilities for people in developing countries. 

Angie acknowledged the growing divide between the rich and poor, which AI could worsen, and emphasised the importance of businesses adopting ethical practices. Mia also encouraged those in the audience to help people in their local communities learn to use AI and shared her initiative to teach AI skills to marginalised groups.

Maintaining human connection 

Picking up on the point that Mia had raised earlier in relation to the risk of losing human connection, the panel addressed the challenge of maintaining connection as AI becomes more autonomous. Mia stressed the importance of setting boundaries with AI and being clear about what we give it access to, while Tim noted that autonomous agents are still in their early stages, making it difficult to predict how we will maintain human decision-making. 

Picture of three female CEOs and one male CEO - in front of AI event screen

AI and carbon footprint

The discussion touched on the carbon footprint of AI. Mia noted the intense energy consumption of data centres and suggested putting pressure on companies to adopt sustainable practices. Angie highlighted the potential of AI to measure and mitigate carbon impact.

Impact on the next generation

The panelists considered the impact of AI on the next generation, with Angie noting that Gen Alpha is more critical and aware of technology, but also has a desire to disconnect. The panel also considered the impact of AI on future jobs, highlighting that AI will actually create some new jobs but the overall impact on the job market remains to be seen.

Preparing for the future of AI

The panelists shared their thoughts on how to ensure AI is a force for good. Angie advocated for conscious usage, advocacy, and collective action, while Sam emphasised the importance of clarity around why we are using AI and understanding where the data is coming from. Tim stressed the need for AI literacy and training, especially for leaders. Finally, Mia advised automating frustrating tasks but not filling that time with more work, instead using it for personal enjoyment and connection.

So, friend or foe?

In conclusion, the panelists agreed that AI is a powerful tool with both potential benefits and risks. It is crucial to approach AI with awareness, ethical considerations, and a focus on maintaining human connection and decision-making. By setting boundaries, advocating for change, and using AI for good, we can navigate this evolving landscape and ensure that AI serves humanity's best interests.

Tami Iseli
Tami Iseli

07 April 2025

6 minute read

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