AI brings incredible opportunities for businesses — but it also raises big questions about safety, accuracy, and responsibility. Business leaders everywhere are asking: How do I encourage my team to use AI tools without putting my company at risk?
In this episode of Endless Customers, Bob Ruffolo, CEO and founder of IMPACT, explains why AI safety isn’t just about restrictive rules. Instead, it’s about creating a culture where employees can experiment responsibly while protecting data, credibility, and trust.
Many leaders fear that AI has introduced brand-new risks. But as Bob points out, most of these challenges have existed for decades in other technologies:
Plagiarism: Copying without attribution didn’t start with AI—it’s been a concern since content marketing began.
Data exposure: Cloud platforms and CRMs raised similar security concerns long before AI tools.
Manipulated media: Photoshop has posed the same authenticity risks that AI-generated images do now.
Bias and misinformation: Search engines, social media, and digital advertising have carried these risks for years.
The lesson: AI isn’t the first disruptive technology. The same principles of caution, transparency, and accountability still apply.
All that said, there are legitimate safety concerns about the use of AI, and we need to take them seriously.
However, says Bob, you want to avoid a stringent top-down policy that restricts experimentation. Instead, it’s important to create a culture that supports safe and responsible innovation.
At IMPACT, we use what we call the SAFETY guidelines to govern our AI use:
But guidelines are only good if the whole team follows them. Bob reminds the audience that it doesn’t matter if the top brass understands risk analysis. You need your front-line workers to be acting responsibly as well.
Policies alone don’t work if employees don’t understand or buy into them. Bob stresses the importance of:
Team-wide training workshops to create shared vocabulary and expectations.
Hands-on exercises so employees feel confident experimenting with AI tools.
Leadership modeling—executives must set the tone for responsible adoption.
Regular reviews of tools, policies, and outcomes to stay current in a fast-changing landscape.
By making safety a collaborative effort, businesses empower employees to use AI responsibly while still exploring its potential.
If you’re ready to align your team on safe, effective AI practices, talk to our team.
Bob Ruffolo founded IMPACT in 2009. In that time, he’s grown the company from a small web design agency to a premier marketing and sales training organization. Today, IMPACT’s experts provide coaching and guidance to teams all over the world.
Learn more about Bob at his IMPACT bio page
Connect with Bob on LinkedIn
Watch Ep. 7: AI for Businesses — 6 Steps All CEOs Should Take
Read The AI Best Practice Guidelines Your Company Needs
Learn more about IMPACT’s AI Culture workshop
Do I need a strict AI policy for my company?
You need clear guidelines, but not overly rigid rules. A culture of responsible experimentation builds trust faster than top-down restrictions.
What’s the biggest risk of using AI in business?
Misinformation and data exposure are the top risks. Both can be managed with secure tools, fact-checking, and transparent communication.
How do I train employees to use AI safely?
Start with a workshop to introduce best practices like the SAFETY framework. Give employees space to practice, then review outputs together.
Can small businesses apply these principles?
Absolutely. Whether you’re a team of 5 or 500, creating shared expectations around AI use helps you avoid risks and stay competitive.