Artificial intelligence is one of the most fascinating and complex challenges of our time. It can be an extraordinary resource for businesses, but its use must be guided by principles of ethics and sustainability. Boosha, a startup founded by Giada Franceschini and Mario Di Girolamo, has made this mission the core of its work: helping companies harness AI in a conscious, safe, and beneficial way for all.
Boosha’s approach: between innovation and responsibility
Giada Franceschini, Boosha’s operational and technical soul, does not just develop advanced AI solutions: her goal is to promote a culture of artificial intelligence that is not only performant, but also responsible. “AI should not be seen as the solution to everything, but as a tool that supports people in their work,” Franceschini explains in an interview with IO Donna.
For this reason, Boosha adopts a progressive and measured approach to introducing AI into companies. The strategy includes three main phases:
- Training: Helping professionals understand the potential and limitations of AI
- Business consulting: Analyzing business processes to identify where AI can bring real added value.
- Tailored Solutions Development: Implementing AI tools that improve business performance without compromising human decision-making autonomy
AI and ethics: a Possible Balance
One of the most sensitive aspects of artificial intelligence is managing cognitive biases. Franceschini provides a concrete example: “According to a study by the Harvard Business Review, if an AI is tasked with selecting a manager, it tends to choose a man; for a janitor role, a woman. This shows how language models can reflect pre-existing social biases.” Aware of these risks, Boosha does not use AI for critical decisions like hiring, but only to support processes, always ensuring human oversight.
Environmental impact is also not overlooked. Few people know that each interaction with ChatGPT consumes water and energy: “Up to half a liter of water for 20–50 questions,” Franceschini notes. For this reason, Boosha promotes a targeted and sustainable use of AI, choosing more efficient models based on specific needs.
PARLA: a sustainable alternative for businesses
From Boosha’s same ethical vision comes PARLA, a spin-off offering an aggregator of language models optimized for different purposes. The most powerful and expensive model isn’t always necessary. PARLA helps companies choose the right solution for each task, balancing cost, performance, and environmental impact.
Thanks to this philosophy, Boosha not only develops innovative AI but also contributes to redefining the relationship between technology and humanity—demonstrating that ethical artificial intelligence is possible, as long as it is built with awareness and responsibility.