Digitalisation and responsible use of data and AI go hand in hand at PFA

Digitalisation and responsible use of data and AI go hand in hand at PFA

At PFA we work with digitalisation to meet future requirements for a modern pension company and to make PFA even more relevant to the customers. This means that we use data-driven tools, including artificial intelligence (AI) and machine learning, to strengthen our general service and advisory services, support and increase self-service options, support and streamline case processing and promote customers’ health – to the benefit of customers, workplaces and society.

Artificial intelligence (AI) has great potential for the customer experience

PFA’s customers currently have access to My PFA, where they can get an overview of their pension plan, receive digital recommendations and decision support, run simulations of future pension payouts, make changes via self-service and follow PFA’s case processing. Customers have the option of using PFA’s chatbot, which provides standardised answers to typical questions and helps customers with self-service.

With advanced data processing and AI, PFA will in the coming years be able to offer new digital services that are far more targeted to each customer’s individual situation and needs. The technology gives us a better opportunity to identify customer groups that may particularly benefit from PFA’s preventive initiatives and treatment offers, thereby expanding the safety net in PFA’s insurance plans.

We take our responsibility for the use of data and AI seriously

PFA is aware that increased digitalisation comes with great responsibility. We work to ensure that our customers can trust that we use their information with care, and that data-driven tools are only used for purposes that are compatible with PFA’s fundamental values as a customer community.

Responsible use of data does not only follow the general data protection rules and other rules for the use of AI that apply to PFA, but also from PFA’s own principles for the responsible use of data and AI, which are intended to act as a compass in PFA’s continued development and use of data and AI.

There are currently no fixed definitions of data ethics, and the perception of good data ethics is constantly evolving – and so is PFA’s work with the responsible use of data and AI. PFA will continue to take an active part in the important public debate on the responsible use of data and AI and to implement concrete initiatives to promote deeper implementation of responsible use in PFA’s business operations and among employees.

Principles for responsible use of data and AI

PFA has decided on the following principles, which form the foundation for PFA’s work with the responsible use of data and AI:
  

 

 

1. The use of AI must take place on a fair and responsible basis with the aim of supporting the interests of customers, the customer community or society.

AI is a technology that attracts a high level of attention, and legislation must ensure that the use of the technology takes place on a responsible basis. PFA continuously implements recommendations and legal requirements in our work with AI.

At PFA we are convinced that fair and responsible use of AI can easily coexist with our ambition to digitalise our business operations and customer services. For us it is crucial that AI is used in the interests of customers.

 

 

2. Transparency and human involvement must ensure understanding of and trust in PFA’s digital customer solutions (based on AI).

As PFA expands the use of artificial intelligence to more customer-facing functions and services, the need for customer information and transparency will increase correspondingly.

It is crucial for PFA that customers are always informed if they receive advice or guidance that is based directly on artificial intelligence.

 

 

3. PFA’s customers must always have access to advisory services, claims handling and complaints handling from a physical person.

PFA is a customer community, and it is deeply rooted in our values to be there for our customers and close to our customers, even as digital solutions and AI become more prevalent.  

Increased digitalisation and automation will undoubtedly change what it means to be a PFA customer and will also change the need for contact with PFA. However, there will also be situations where our customers will need to speak to an employee at PFA, for example in the event of illness, and in such cases PFA’s employees will continue to be available with advice and guidance exactly as they are today.

 

 

 

 

4. Data quality is a fundamental prerequisite for responsible use of data and AI.

With approx. 1.3 million customers across age, sectors, income and health conditions etc., PFA has a broad and nuanced database which in many contexts can provide a representative picture of the customer group. 

The data is always assessed in relation to the specific use, and PFA is aware that even large data sets may contain biases and blind spots.

PFA regularly monitors and works to improve data quality in order to reduce the risk of errors and to help ensure that data are accurate, reliable and relevant for their purpose.

 


 

 

5. Data-driven solutions, including AI systems, must be developed and used with high technical quality and in accordance with the recognised standards.

PFA has fixed processes for the selection and implementation of new technology, which are intended to ensure that software, platforms and data-driven solutions comply with the requirements for information security, data protection and the responsible use of data and AI. This applies to both internally developed and external solutions. 

Read moreSee lessResponsible use of data and AI is also about data security.

As a pension company, PFA is used to and has organised itself to process large amounts of customer data. We are subject to extensive regulatory obligations regarding data security and data protection, and it is an integral part of our culture and processes to ensure that data is handled securely and responsibly. At PFA IT systems and processes are developed with customers’ data security in mind, and we place high demands on the validity and quality of the data used in customer relationships.

PFA has organised itself so that there are regular monitoring and control to ensure that data security remains high. We have procedures in place to ensure that any suspected or identified breach of data security is immediately investigated so that the scope of the incident and its impact on PFA’s customers can be clarified, and the Danish Data Protection Agency is notified in accordance with the applicable rules.

PFA cooperates with relevant authorities and industry organisations to raise the level of data security and withstand threats from cyberattacks.

 

Account of data ethics

In our account of data ethics, we describe among other things which types of data PFA processes, our partnerships with external parties, our considerations related to new technologies, awareness training and our ongoing evaluation. The account of data ethics forms part of the management’s report for PFA Holding’s and PFA Pension’s annual reports.

Data security

Data ethics is also about data security. 

As a pension company, PFA is used to and has organised itself to process large amounts of customer data. We are subject to extensive regulatory obligations regarding data security and data protection, and it is an integral part of our culture and processes to ensure that data is handled securely and responsibly. At PFA IT systems and processes are developed with customers’ data security in mind, and we place high demands on the validity and quality of the data used in the customer relationship.

PFA has organised itself so that there is regular monitoring and control to ensure that data security remains strong. We have procedures in place to ensure that any suspected or identified breach of data security is immediately investigated so that the scope of the incident and its impact on PFA’s customers can be clarified, and the Danish Data Protection Agency is notified in accordance with the applicable rules.

PFA cooperates with relevant authorities and industry organisations to raise the level of data security and withstand threats from cyberattacks.