Consumers reward companies that use AI ethically with more confidence

Consumers and citizens find it important that companies use artificial intelligence (AI) ethically if they want to trust the company. This is the conclusion of a survey by Capgemini among 1,580 managers in ten countries and more than 4,400 consumers in six countries, including the Netherlands.

62 percent of consumers surveyed worldwide say they have more confidence in a company if they experience the AI interactions as ethical. In the Netherlands this is 52 percent. In addition, 61 percent worldwide and 50 percent in the Netherlands say they share positive experiences with friends and family.

Ethical use of AI is also good for loyalty, according to the study. For example, 59 percent worldwide and 43 percent in the Netherlands say they are more loyal to a company in these cases.

However, AI consumer interactions may also lead to ethical issues. In that case, 41 per cent said they would file a complaint, compared to 40 per cent in the Netherlands. 36 percent worldwide and 32 percent in the Netherlands requires a statement, 34 and 29 percent completely stops interacting with the company.

Causes of ethical issues

Managers have already observed such ethical issues and their causes. For example, executives in nine out of ten organisations claim that such issues are the result of the use of AI systems over the past two to three years. Examples such as the collection of personal patient data without permission are given.

The main reasons why AI systems do not always act ethically are, according to executives, the pressure to introduce the technology in a hurry, the failure to consider ethics in building the systems, and a lack of resources for ethical AI systems.

Consumers therefore say they want some form of regulation in the area of AI. 76 percent think this is important. In addition, 75% want more transparency when an AI-powered service is provided and 73% want to know whether the AI is treating them fairly.