The Intersection of technology and giving: the rise of AI in philanthropy

Date: 01 Dec 2023

Karen Jones

John Canady, CEO of the National Philanthropic Trust UK, wrote a short opinion about the impact of AI on philanthropy, in light of the recent AI Safety Summit in London, hosted by UK Government. 

The UK’s recent AI Safety Summit raised important questions about the role of artificial intelligence (AI) in our society. John Canady is the CEO of National Philanthropic Trust UK. Delegates from 28 countries, including the UK, US and China, came together in Bletchley Park to evaluate the risks of AI. This was both a historic moment and a vital discussion. AI may seem like a distant phenomenon to many, but it is one that will undoubtedly affect several aspects of our lives. The way we give is no exception.

Technological advances are not new to the philanthropic sector. The meteoric rise of online donations, particularly since the pandemic, has transformed the landscape of giving in the UK. Digital channels have overtaken cash donations in popularity with charities seeing increasing donations being made through their websites, direct debits and contactless payments.

But technology can drive donations even further by making it easier and more efficient for donors to give. One key element behind this shift is the integration of AI into philanthropy.

Often driven by relationships and personal connections to a cause, philanthropy is a very human practice. However, while many philanthropists choose to give to causes close to their hearts, donors are increasingly looking for greater evidence to support their giving choices. This is where AI comes in.

Giving is simple, but to give effectively based on evidence requires extensive research and analysis. Deep learning algorithms can process vast quantities of data at a greater scale, speed and level of accuracy than human will ever be capable of. Applying this technology to philanthropy will enable donors and their advisors to make highly informed decisions when it comes to giving.

AI-driven philanthropy can also help to remove some of the bias in philanthropy and help donors address the greatest areas of need. In the UK, specific causes such as animal welfare dominate donations while others remain chronically underfunded[2]. For donors looking for guidance on where to donate to the most acute pressure points in society, the analytical capabilities of AI are invaluable.

As with its applications in all other industries, AI is of course not a silver bullet to philanthropy sector’s challenges. While it’s true that handing over data analysis to algorithms might reduce human error, it doesn’t remove embedded societal prejudices embedded from which algorithms draw their data.  Instead of removing bias, in some cases it can reinforce them. This is just one of the many reasons that last weeks’ AI Safety Summit was so important. Regulation is key if we are to truly incorporate AI into our giving.

So, while it is inevitable that philanthropy, like so many sectors, will be influenced by artificial intelligence in the future, it is not likely to completely take over sector anytime soon. AI has enormous capabilities in terms of improving efficiency and distribution of destinations but, for the time being at least, it will be used more to inform rather than decide.

Advisors will be able to use AI effectively as a more efficient search engine to analyse data, reducing the burden of bureaucracy and improving the efficiency of customer relations. But for donors, the difference will likely be minimal given the very personal and human values linked to charitable giving. 

Article: John Canady is the CEO of National Philanthropic Trust UK

Subscribe to Citywealth Weekly Newsletter to learn more about Private Wealth Management: Weekly News Email – Citywealth