Businesses must ensure privacy concerns are addressed from the outset of new AI products if they are to avoid next year becoming one of distrust in the technology, UK Information Commissioner John Edwards has warned.

Referring to research which shows people are growing ever more nervous of AI, Edwards set out the steps the ICO has taken to support businesses using the smart technology, adding that that there are no excuses for “bad actors” who do not comply with data protection laws.
He said: “If people don’t trust AI, then they’re less likely to use it, resulting in reduced benefits and less growth or innovation in society as a whole. This needs addressing. 2024 cannot be the year that consumers lose trust in AI.”

He acknowledged the important role AI has for business, from providing new innovations improving customer service to quicker resolutions for common technical issues, but added that these benefits cannot be at the expense of people’s privacy and where the ICO finds error it will take action.

“We know there are bad actors out there who aren’t respecting people’s information and who are using technology like AI to gain an unfair advantage over their competitors. Our message to those organisations is clear – non-compliance with data protection will not be profitable. Persistent misuse of customers’ information, or misuse of AI in these situations, in order to gain a commercial advantage over others will always be viewed negatively by my office. Where appropriate, we will seek to impose fines commensurate with the ill-gotten gains achieved through non-compliance.”

“Privacy and AI go hand in hand – there is no either/or here. You cannot expect to utilise AI in your products or services without considering privacy, data protection and how you will safeguard people’s rights. There are no excuses for not ensuring that people’s personal information is protected if you are using AI systems, products or services.”

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