Firmwide Communications Lead, Deloitte North and South Europe (NSE) | Senior manager at Deloitte
🌐 “Trust in AI cannot be assumed—it must be earned.” A recent Deloitte survey offers insights into the opportunities and risks which this new technology creates. From my reading, communications professionals should take note! While consumers are not worried about AI itself, they do feel concern about professionals potentially relying too heavily on it, representing a threat to their own expertise. Generative AI describes algorithms which can create new content based on the data they’ve been exposed to. From synopsising news articles, making investment recommendations, or offering medical advice, the technology can help people to make more informed decisions. The Deloitte survey shows that nearly three-quarters (73%) of respondents trust AI to generate summaries of news articles, while 67% trust it to create better work experiences for employees. For communications professionals, this is good news, not least considering the efficiencies that come from using GenAI effectively. However, a word of warning. Trust, transparency and regulation are crucial. The European Union’s AI Act is a highly comprehensive response to ensure the responsible use of AI, and address concerns related to privacy, data security, and bias. Yet, regulation must be augmented by a responsible and proactive approach from businesses – including communications professionals. According to Emmanuel Adeleke, writing in The Irish Times this week, “When used correctly, AI can empower professionals to make better decisions, faster, and with more accuracy. But its success will continue to hinge on one key factor: trust. To build and maintain this trust, businesses must focus on making AI understandable and transparent. This includes clear communication about how AI is being used. Ensuring AI is used responsibly, in conjunction with appropriate safeguards and keeping human judgment at the centre of the process, is essential to unlocking its full potential.” Read the full article here: https://lnkd.in/efaBiTkR #AI #GenAI #Communications
