Focus on Sustainability in Addressing Gen AI Ethics and Risks
As generative AI revolutionizes the way companies operate and engage with their stakeholders, organizations are grappling not only with the vast opportunities it presents but also the ethical risks that accompany its widespread adoption. Few leaders understand the complex interplay of innovation, responsibility, and sustainability as deeply as Prakash Arunkundrum, President of Logitech for Business. In an interview with me, Arunkundrum revealed how Logitech is navigating the Gen AI landscape with a strong focus on governance, transparency, and the long-standing values that define the company’s ethos.
Embedding AI Thoughtfully Into the Enterprise
Internally, Logitech has embraced generative AI with remarkable enthusiasm. Arunkundrum describes the current moment as “by and far the most transformative time” in the company’s history. Teams across the organization—from marketing to software development—are experimenting with AI tools to enhance efficiency and creativity. Logitech’s video conferencing and hardware development units, already steeped in machine learning for nearly a decade, are now expanding into more sophisticated applications powered by large language models.
Despite this enthusiasm, Logitech’s approach is anything but impulsive. To safeguard intellectual property and ensure responsible use, the company established an internal AI governance board. This body approves the use of models and tools while ensuring compliance with privacy and ethical standards. Arunkundrum himself uses multiple AI tools daily, but under a framework designed to protect both company assets and user trust.
Crucially, leadership support for AI adoption has been solid from the outset, stemming from Logitech’s identity as a technology company where innovation is not optional but existential. Yet this support has been balanced with caution—particularly regarding the protection of proprietary data and the prevention of bias in AI systems.
Addressing Ethical Concerns Through Sustainable Design
One of the most compelling elements of Logitech’s AI journey is its commitment to ethical practices rooted in sustainability. Arunkundrum draws a direct line between the company’s legacy of environmental stewardship and its current efforts to mitigate algorithmic bias and ensure fairness in AI applications. From Logitech’s long-standing sustainability impact reporting to its efforts in diversity and inclusion, the values that shape its environmental approach now inform its AI strategy.
For instance, in developing AI-powered features like facial recognition and audio optimization, Logitech has invested heavily in diversifying its training data sets. The goal is to ensure that devices recognize and respond accurately to all users—regardless of skin tone, lighting conditions, or accents. This is particularly important in Logitech’s core domains of audio, video, and input, where the hardware serves as the first touchpoint for data that will eventually be processed by AI systems.
“Bias in generative AI is not just a theoretical concern for us,” said Arunkundrum. “It affects the quality and equity of the user experience, especially in products designed for global use.” To address this, Logitech mandates a development model that separates the roles of data creator and data reviewer—an approach borrowed from its hardware quality assurance processes but now repurposed for AI training data.
Building Trust with External Stakeholders
Externally, Logitech’s commitment to responsible AI extends to its enterprise customers and broader ecosystem. The company was among the early adopters of the European Union’s Responsible AI Act, underscoring its intent to maintain transparency and accountability in the deployment of AI-powered products.
A key differentiator for Logitech is its approach to data privacy. “Even before AI became a buzzword, we were already careful about the data that organizations share with us,” Arunkundrum emphasized. This conservative data policy made it easier for the company to comply with emerging regulatory frameworks and customer expectations. Logitech’s devices—ranging from webcams and microphones to mice and keyboards—may generate the input for AI models, but they do so without retaining personal user information, reinforcing the company’s role as a trusted intermediary rather than a data miner.
Furthermore, Logitech collaborates closely with cloud service providers like Microsoft, Zoom, and Google to ensure clarity around data responsibility and security. These partnerships enable Logitech to enhance AI features without compromising user privacy, maintaining a distinct and well-defined role within the ecosystem.
Defining a Human-Centric Vision for Gen AI
What sets Logitech apart in its Gen AI strategy is its human-centric philosophy. The company’s mission—to extend human potential in work and play—serves as the guiding principle behind its AI efforts. Rather than competing in the crowded field of language model development, Logitech focuses on enhancing the user’s experience through smart hardware integrations that elevate productivity and inclusion.
Recent innovations illustrate this vision in action. The Logitech Sight video bar, for example, uses AI to manage camera angles in hybrid meetings, creating an equitable experience for remote participants. It combines Silicon Valley precision with Hollywood storytelling, automatically shifting the camera frame to capture the most relevant speaker. Another example is a headset with built-in AI that cancels out background noise on both ends of a call, focusing only on the human voice. This makes communication clearer and more inclusive, especially for users in diverse environments.
Logitech’s Streamlabs gaming products have also begun incorporating agent-based AI that functions as a personalized coach during gameplay, analyzing actions and offering real-time feedback. Across all these examples, the aim remains consistent: to make technology “just work”—invisible, seamless, and empowering.
Sustaining the Momentum, Responsibly
As the conversation with Arunkundrum made clear, Logitech sees generative AI not as an end in itself but as a tool to support human capabilities. That philosophy permeates everything from product development to policy design. By anchoring its AI strategy in the company’s sustainability values, Logitech offers a compelling model for other organizations grappling with the complexities of innovation and ethics.
“We’re not perfect,” Arunkundrum acknowledged, “but acknowledging that there’s more work to be done is the most important first step.”
In an era where AI innovation often moves faster than regulation, Logitech’s deliberate, values-driven approach offers a rare combination of pragmatism and principle. Its story is a timely reminder that the future of generative AI doesn’t just lie in new algorithms—it lies in the choices organizations make today about how, and why, they use them.
Key Take-Away
Logitech views Gen AI as the most transformative development in its history, with company-wide experimentation enhancing both efficiency and creativity across departments. Share on XImage credit: Kampus Production/pexels
Dr. Gleb Tsipursky was lauded as “Office Whisperer” and “Hybrid Expert” by The New York Times for helping leaders use hybrid work to improve retention and productivity while cutting costs. He serves as the CEO of the boutique future-of-work consultancy Disaster Avoidance Experts. Dr. Gleb wrote the first book on returning to the office and leading hybrid teams after the pandemic, his best-seller Returning to the Office and Leading Hybrid and Remote Teams: A Manual on Benchmarking to Best Practices for Competitive Advantage (Intentional Insights, 2021). He authored seven books in total, and is best know for his global bestseller, Never Go With Your Gut: How Pioneering Leaders Make the Best Decisions and Avoid Business Disasters (Career Press, 2019). His cutting-edge thought leadership was featured in over 650 articles and 550 interviews in Harvard Business Review, Forbes, Inc. Magazine, USA Today, CBS News, Fox News, Time, Business Insider, Fortune, and elsewhere. His writing was translated into Chinese, Korean, German, Russian, Polish, Spanish, French, and other languages. His expertise comes from over 20 years of consulting, coaching, and speaking and training for Fortune 500 companies from Aflac to Xerox. It also comes from over 15 years in academia as a behavioral scientist, with 8 years as a lecturer at UNC-Chapel Hill and 7 years as a professor at Ohio State. A proud Ukrainian American, Dr. Gleb lives in Columbus, Ohio. In his free time, he makes sure to spend abundant quality time with his wife to avoid his personal life turning into a disaster. Contact him at Gleb[at]DisasterAvoidanceExperts[dot]com, follow him on LinkedIn @dr-gleb-tsipursky, Twitter @gleb_tsipursky, Instagram @dr_gleb_tsipursky, Facebook @DrGlebTsipursky, Medium @dr_gleb_tsipursky, YouTube, and RSS, and get a free copy of the Assessment on Dangerous Judgment Errors in the Workplace by signing up for the free Wise Decision Maker Course at https://disasteravoidanceexperts.com/newsletter/.