Businesses Must Build Trust to Operate GenAI, Finds New Survey
04 Outubro 2023 - 4:00AM
Business Wire
- New global study assesses the opinion of 10,000 consumers on
finding the balance between regulation and innovation of GenAI
- There is interest in GenAI across the globe with 72% of
consumers surveyed having some excitement around GenAI
- While 68% said it is essential regulation does not discourage
business innovation, GenAI transparency is a must
Thoughtworks (NASDAQ: TWKS), a global technology consultancy
that integrates strategy, design and engineering, today released
findings from a new global study that reveals there is consumer
appetite for businesses using generative AI (GenAI) in the
innovation of products and services, yet only where businesses are
transparent and proactively communicate how they are using it. The
research examines what consumers expect from businesses to maintain
their GenAI social license to innovate with emerging
regulations.
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Thoughtworks releases findings from new
global study that assesses the opinion of 10,000 consumers on
finding the balance between regulation and innovation of GenAI.
(Photo: Business Wire)
“GenAI: What consumers want” details findings from the responses
of 10,000 consumers across ten countries.
Among the key findings:
- There are equal amounts of fear and excitement about GenAI
- While 30% are mostly excited about GenAI, there are 42% that
are part excited, part nervous.
- There is hope from 83% of consumers that businesses can use
GenAI to be more innovative and to serve them better. Those more
likely to buy from businesses using GenAI would do so for greater
innovation (59%), to give them a better customer experience through
faster support (51%) and a more personalized experience (50%).
- But there is an expectation that businesses should use
technology ethically while they innovate (87%).
- Majority agree that regulation is necessary for responsible use
of GenAI
- People recognize the need for GenAI regulation, with
governments playing a vital role in its design, development and
deployment. The vast majority (90%) agree government regulations
are necessary to hold businesses accountable for how they use
GenAI.
- If a business fails to incorporate responsible and ethical
thinking when using GenAI, 93% of surveyed consumers say they risk
facing detrimental impacts, such as legal and regulatory issues
(65%) and reputational damage (65%).
- Businesses need to be transparent about their use of GenAI,
otherwise they risk losing current and prospective customers. The
greater part of consumers (85%) prefer businesses that stand for
transparency and equity in their use of GenAI.
- Businesses have a social license to operate GenAI
- Of those surveyed, 68% believe businesses must continue their
rapid pace of GenAI innovation while effective government
regulation is developed.
- In order for businesses to use GenAI appropriately, consumers
believe regulations should have businesses clearly outline how data
is used (68%), ensure there is no illegal content generated (63%)
and disclose when content is generated by GenAI (62%).
Speaking on the report’s findings, Mike Mason, chief AI officer,
Thoughtworks, said, “In a world where trust is paramount,
businesses must understand that gaining the public’s confidence
through ethical AI is not just a regulatory obligation, it's a
strategic advantage. For decades, Thoughtworks has advised our
clients on how to tap into the full advantage of the latest
emerging technology while also building responsible governance into
business processes to protect customers’ trust.”
Vanson Bourne’s principal research manager, Lauren Woodley said,
“Thoughtworks took a unique perspective to the fast-paced topic of
GenAI, exploring how consumers feel when interacting with
businesses that use it. The findings are alarming, with consumers
stating many concerns surrounding how businesses use their
GenAI-related data. This emphasizes the social responsibility
businesses have in building trust and reassuring consumers. If
businesses are able to tackle the concerns through being proactive
and transparent, the future of GenAI looks positive – from more
innovative products / services, to an improved customer experience,
the results do indicate feelings of excitement among consumers. But
the overshadowing cloud of fear must be lifted first.”
Mason continued, “GenAI offers endless possibilities. We’re
helping our clients experiment to prove out new capabilities that
survey respondents are excited about, such as idea generation for
more innovative products, faster support and more personalized
experiences and then productionizing those experiments as
enterprise-grade software.”
“GenAI: What consumers want” is available for download here.
Join us on Thursday, November 9, 2023 at 8:30 a.m. ET for a
LinkedIn Live discussion on taking a responsible approach to GenAI
with Thoughtworks’ Mike Mason and Mozilla Foundation’s Ramak Molavi
Vasse’i moderated by Vanson Bourne’ Lauren Woodley. More details on
the discussion here.
Methodology Thoughtworks commissioned independent market
research agency Vanson Bourne to conduct this research. The global
study surveyed 10,000 consumers in August 2023, with 1,000 based in
each of Australia, Brazil, Germany, India, Italy, Netherlands,
Singapore, Spain, UK and US. All consumers were 18 years old or
above and had to have awareness of GenAI to take part.
All interviews were conducted using a rigorous multi-level
screening process to ensure that only suitable candidates were
given the opportunity to participate.
Supporting resources:
- Read more about Thoughtworks’ perspective on Generative AI:
Revolutionizing how work gets done.
- Keep up with Thoughtworks news by visiting the company’s
website.
- Follow us on Twitter, LinkedIn and YouTube.
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About Thoughtworks Thoughtworks is a global
technology consultancy that integrates strategy, design and
engineering to drive digital innovation. We are over 11,500 people
strong across 51 offices in 18 countries. For 30 years, we’ve
delivered extraordinary impact together with our clients by helping
them solve complex business problems with technology as the
differentiator.
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version on businesswire.com: https://www.businesswire.com/news/home/20231004460740/en/
Media contact: Linda Horiuchi, global head of public
relations Email: linda.horiuchi@thoughtworks.com Phone: +1 (646)
581-2568
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