Ethical AI use crucial to winning consumer trust, study shows

The'Why addressing ethical questions in AI will benefit organisations' study, conducted by digital think tank the Capgemini Research Institute, found that 62% of the 4,400 consumers surveyed across six countries said they would be more likely to trust a company which they believed operated an ethical AI policy. Anne-Laure Thieullent, AI and Analytics Group Offer Leader at Capgemini, said: "Many organisations find themselves at a crossroads in their use of AI. Consumers, employees and citizens are increasingly open to interacting with the technology but are mindful of potential ethical implications. This research shows that organisations must create ethical systems and practices for the use of AI if they are to gain people's trust. This is not just a compliance issue, but one that can create a significant benefit in terms of loyalty, endorsement and engagement. To achieve this, organisations need to focus on putting the right governance structures in place, they must not only define a code of conduct based on their own values, but also implement it as an'ethics-by-design' approach, and, above all, focus on informing and empowering people in how they interact with AI solutions."