Whether you are creating or customizing an AI policy or reassessing how your company approaches trust, keeping customers' confidence can be increasingly difficult with generative AI's unpredictability in the picture.
We spoke to Deloitte's Michael Bondar, principal and enterprise trust leader, and Shardul Vikram, chief technology officer and head of data and AI at SAP Industries and CX, about how enterprises can maintain trust in the age of AI. Organizations benefit from trust.
First, Bondar said each organization needs to define trust as it applies to their specific needs and customers.
Organizations want to be trusted by their customers, but people involved in discussions of trust often hesitate when asked exactly what trust means, he said.
Companies that are trusted show stronger financial results, better stock performance and increased customer loyalty, Deloitte found.
Vikram defined trust as believing the organization will act in the customers' best interests.
Generative AI can erode trust if customers aren't informed about its use.
Generative AI is top of mind when it comes to new technologies.
If you're going to use generative AI, it has to be robust and reliable in order not to decrease trust, Bondar pointed out.
Training generative AI and seeing where it messes up could be a good time to remove outdated or irrelevant data, Vikram said.
He suggested the following methods for maintaining trust with customers while adopting AI:. Provide training for employees on how to use AI safely.
Seek data consent and/or IP compliance when developing or working with a generative AI model.
Provide a full view of your AI models and capabilities, being transparent about the ways you use AI. Create a trust center.
CRM companies are likely already following regulations - such as the California Privacy Rights Act, the European Union's General Data Protection Regulation and the SEC's cyber disclosure rules - that may also have an impact on how they use customer data and AI. More must-read AI coverage How SAP builds trust in generative AI products.
SAP operationalizes trust by creating these connections between teams, as well as by creating and following the company's ethics policy.
When SAP rolls out its own generative AI products, those same policies apply.
SAP has rolled out several generative AI products, including CX AI Toolkit for CRM, which can write and rewrite content, automate some tasks and analyze enterprise data.
CX AI Toolkit will always show its sources when you ask it for information, Vikram said; this is one of the ways SAP is trying to gain trust with its customers who use AI products.
How to build generative AI into the organization in a trustworthy way.
Broadly, companies need to build generative AI and trustworthiness into their KPIs.
This Cyber News was published on www.techrepublic.com. Publication date: Thu, 27 Jun 2024 20:13:05 +0000