Report Shows Consumers are Uneasy About How AI Uses Their Data

A recent report published by MIT Tech Review Insights says that organizations should rethink how data consent is handled and they need to switch from the current approach in which this is regarded as a one-off consent request to an ongoing process in which consent is requested as the relationship between the organization and its clients deepens in terms of the trust audiences or customers have in that organization.

The report emphasized that 59% of all consumers expressed discomfort regarding the use of their data in AI model training. Of concern was the discovery that 77% do not completely understand the ways in which brands collect or use customer data.

The report included many actionable insights on how brands can better handle matters of data privacy in the AI era. It suggests that organizations need to move away from asking for broad user consent at the beginning of a customer’s interaction with the brand because at this stage, the organization hasn’t yet earned the trust of the customer. Decisions to share data should be made in a phased manner that starts with requesting limited data and then seeking additional permissions step by step as the relationship between the parties grows.

User experience (UX) should also be built on prioritizing data privacy if the organization is to gather first-party data that is crucial to the development of the right AI system. Transparency is crucial in this process because when customers know what data is being collected and the purpose for which such an undertaking is being conducted, they are more comfortable about sharing. Organizations must be responsible in the way they collect and use customer data in order to avoid issues that could arise later.

The authors emphasize that the AI era demands that data privacy be handled across all departments of an organization, but someone must take the lead in ensuring that the data strategy is executed in accordance with the established policy. Marketing, product development, IT and legal teams should all be involved in a seamless process on matters of data privacy.

AI holds a lot of promise in areas like personalization, and growth in this area depends largely on how well an organization puts privacy at the center of its UX. The dividends of such an approach can be immense, as tech titans like Apple Inc. (NASDAQ: AAPL) have attained massive global success by building ther products and solutions on a cornerstone of data privacy. Users of Apple products know they can trust in the data privacy measures of the company and they have no doubt that it will go to any length to protect their data.

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