In the technology ecosystem, the emergence of generative AI (Gen AI) has sparked both excitement and apprehension. While its potential to revolutionize various industries is undeniable, concerns over its ethical implications and potential misuse have also come to the fore.
Calls to regulate this technology have been heard around the world. In the UK specifically, the approach of balancing innovation has been taken, and the government expects responses from several industry regulators at the end of the month detailing its approach to AI.
A recent KPMG survey in the UK highlighted consumer desire for AI generation to be regulated, with a significant majority of respondents expressing a desire for swift action. But the survey also found that there are other ways to make consumers feel more confident using the technology and a sense of optimism about the future of generative AI.
Head of Technology at KPMG UK.
Overwhelming support for regulation
The AI generation became popular among consumers in 2022, when several easy-to-use text-based AI systems were released to the public. Despite its infancy, consumers express the urgency for laws to be adopted around this technology. The survey revealed that people are eager for laws on generative AI (Gen AI) technology: more than half (53%) say regulation should be introduced as soon as possible, and almost all (96%) think regulation of Gen AI is either very or somewhat important.
Some are happy to take a more measured approach; Another 18% would like to see Gen AI regulations implemented over the next six months, while 14% would like it to happen within a year. However, as new laws, such as the EU AI Law, will not apply for at least twelve months, they will have to wait.
Security concerns
A significant portion of respondents, almost a quarter (24%), expressed reservations about the safety of using generative AI (Gen AI). An additional 4% stated that they do not feel safe using it at all. However, when asked about measures that would improve their sense of protection, more than half (53%) of participants emphasized the importance of greater regulation.
Education of Generation AI creators also emerged as a key factor in fostering a sense of security among users. This could include the use of comprehensive user guides that clearly explain the tools' capabilities and limitations. Additionally, in-product warnings and alerts within the Gen AI tool itself could also be an effective means of informing users of potential risks or ethical considerations associated with specific actions or inputs.
Despite these concerns, a notable 13% of respondents advocated for the complete removal of Gen AI due to their fears about its potential risks. This underscores the need for Gen AI creators to take proactive steps to educate users about safe and responsible use, build trust, and address security concerns to ensure widespread adoption of this transformative technology.
Primary security issues
When considering the potential impact of generative AI (Gen AI), respondents expressed several key concerns. The main concern was its possible use for criminal purposes, with 52% of respondents citing this as a major concern. This was closely followed by the misappropriation of information entered into Gen AI models, such as personal photographs, health data and personal details, which raised concerns for 51% of respondents.
Additionally, with more than 2 billion voters expected to participate in elections in 50 countries this year, nearly half (46%) of people expressed anxiety about the spread of misinformation and disinformation through Generation AI. The use of this technology to create fakes of politicians, as demonstrated by incidents involving London Mayor Sadiq Khan and Labor leader Keir Starmer, underlines the validity of these concerns.
Balance risks and benefits
Despite concerns about generative AI, it is pleasing to note that many consumers are aware of the value this technology can bring, with more than a third (37%) of respondents saying the benefits of using it outweigh the risks. Additionally, more than three-quarters (78%) were very or somewhat optimistic about the impact of generative AI on society.
It is important to allay any fears people may have about generative AI to encourage its adoption. As long as people continue to think that AI will take away their jobs, or that there is a risk of bias in their decision-making, etc., encouraging people to adopt and make the most of this technology will be an impossible task. We need to talk more about the opportunities to ensure that AI is not seen as a remote piece of black box technology that competes with or replaces humans, but rather reframes it as “your new AI colleague” that can support and help people. to achieve your objectives. goals.
This new data only underscores the urgent need for regulation of generation AI to address public concerns and ensure the responsible development and deployment of this transformative technology. Fortunately, governments and regulators around the world, including the UK, are working to put appropriate guardrails in place for Generation AI, so that people can benefit from this new technology. But our data suggests that people want the companies that create these models to do more to teach the public how to use them safely.
Generative AI companies should use this as an opportunity to not only build trust with their customers, but also help them achieve better results when using their tools. As Gen AI continues to shape our world, collaboration between governments, regulators and Gen AI companies is crucial to unlocking its benefits while mitigating potential risks.
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