--Consumers feel that GenAI will be most helpful for improving health, cybersecurity, and sustainability
--Consumers see businesses playing a vital role in ensuring GenAI is developed and used ethically
NEW YORK, Jan. 18 – As consumers increasingly use generative AI (GenAI) in their personal and professional lives, they are optimistic about its potential positive impact on society and believe that the benefits of the technology outweigh the risks they see, according to a new KPMG survey. Consumers also see businesses playing a vital role in ensuring the responsible and ethical use of the technology.
The 2024 KPMG Generative AI Consumer Trust Survey captured insights from 1,000 college-educated and informed consumers across the United States on their perceptions and trustworthiness of GenAI. Key perspectives expressed by the respondents are highlighted below.
GenAI is going mainstream and consumers believe the benefits outweigh the risks.
Consumers have concerns about the technology, but job displacement and bias are not top concerns.
Businesses have an opportunity to address the expectation gap around GenAI’s ethical use.
Steve Chase, Vice Chair of AI and Digital Innovation, said, “While our report found that younger generations are more accepting of AI as consumers, everyone expects responsible and ethical use. Companies can build customer trust while deploying this technology by making a public commitment, built on a robust internal program, on how they will build, deploy and use AI. Leading companies will go even further and include transparency reporting into existing communications, including providing Trusted AI progress updates in annual corporate impact reports.”
Bryan McGowan, KPMG’s US Trusted AI Leader, said, "Companies are looking to act fast to capture the benefits GenAI has to offer, but many face obstacles such as regulatory uncertainty, privacy and data quality. A Trusted AI program removes barriers, helps mitigate risks and enables companies to accelerate adoption responsibly. Leading programs include practices that build consumer trust, such as ongoing education, assessments, collaboration with regulators, and human oversight."
Tonya Robinson, Vice Chair and General Counsel - Legal, Regulatory and Compliance said: “As the regulatory environment evolves, the onus is on companies that design, build and deploy AI to ensure it is done ethically and responsibly. A Trusted AI program must go beyond academic theory. It must, in practice, be operationalized to provide for oversight and accountability, while also unleashing innovation.”
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