A new survey conducted by global technology consultancy Thoughtworks underscores the concerns among British consumers amid the advancement of artificial intelligence (AI) and genereative AI (GenAI). 

It found that 91% of UK consumers believe government regulations are essential to hold businesses accountable in the ethical and responsible use of AI. However, despite widespread belief that regulations are vital, the survey found that over half (57%) of UK consumers don’t trust businesses to follow regulations, and a further 35% say businesses should stop the development of genAI until more effective government regulations are in place. 

When asked what specific improvements are needed in government regulations, respondents cited ‘disclosure on how genAI follows data-privacy laws’ (68%), ‘improved user education’ (56%), and ‘the inclusion of penalties for non-compliance’ (51%) as the main factors.

The survey was based on 10,000 consumers from across 10 countries, and found that an overwhelming majority (82%) of respondents favour when businesses proactively communicate their efforts to address the ethical and social implications of using genAI. 

When asked about the primary ethical concerns around the technology, the most frequently cited were:  ‘data use without consent’ (75%), ‘misinformation’ (73%), ‘harmful content’ (57%), and ‘societal biases’ (53%).

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“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,” said  Mike Mason, chief AI officer at Thoughtworks.

“This (survey) emphasises 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, but the overshadowing cloud of fear must be lifted first,” said Vanson Bourne’s principal research manager, Lauren Woodley.

This survey comes ahead of the first ever AI Safety Summit to be hosted in the UK on the 1st and 2nd of November. The Summit will bring together countries, leading technology organisations, academics, and civil society to inform rapid national and international action on the frontier of AI development.