The majority (51 percent) of consumers are aware of the latest trends in generative AI and have explored the tools. The adoption of first-wave generative artificial intelligence (AI) tools has been remarkably consistent across age groups and geographies, with over half of all generations, including Baby Boomers, having used the technology.
This is according to Capgemini Research Institute’s latest report, ‘Why consumers love generative AIv’, which explores how consumers globally are using generative AI applications and how it could be the key to accelerating society’s digital future.
Consumers that use generative AI frequently are most satisfied with chatbots, gaming, and search use cases, however, generative AI platforms are also being used for personal, day-to-day activities. Over half of the respondents (53 percent) trust generative AI to assist with financial planning.
Globally, 67 percent of consumers indicated that they could benefit from receiving medical diagnoses and advice from generative AI, and 63 percent indicated that they are excited by the prospect of generative AI aiding with more accurate and efficient drug discovery. Additionally, two-thirds (66 percent) of consumers would be willing to seek advice from generative AI for personal relationships or life and career plans, with Baby Boomers the most likely (70 percent) age group to use it for this purpose.
Consumer awareness around the ethical concerns and misuse of generative AI is low. Despite the potential for cyberattacks and deepfakes, consumer awareness of the risks is low. As a result, almost half (49 percent) of consumers remain unconcerned by the prospect of generative AI being used to create fake news stories, and just 34 percent of respondents are concerned about phishing attacks. Consumer awareness around the ethical concerns of generative AI is also low, as just 33 percent are worried about copyright issues, and even fewer (27 percent) are worried about the use of generative AI algorithms to copy competitors’ product designs or formulas.
“The awareness of generative AI amongst consumers globally is remarkable, and the rate of adoption has been massive, yet the understanding of how this technology works and the associated risks is still very low,” comments Niraj Parihar, CEO of the Insights & Data Global Business Line and member of the Group Executive Committee at Capgemini.
“Whilst regulation is critical, business and technology partners also have an important role to play in providing education and enforcing the safeguards that address concerns around the ethics and misuse of generative AI. For example, our role at Capgemini is to help clients cut through the hype and leverage the most relevant use cases for their specific business needs, within an ethical framework. Generative AI is not “intelligent” in itself; the intelligence stems from the human experts who these tools will assist and support. The key to success therefore, as with any AI, is the safeguards that humans build around them to guarantee the quality of its output.”
Seventy percent of consumers seek recommendations for new products and services. Almost half of the consumers (43 percent) are keen for organizations to implement generative AI throughout customer interactions, and half of the consumers are excited by the highly immersive and interactive experiences that this technology can enable. There is a good opportunity for businesses as generative AI tools are already a go-to for 70 percent of consumers when seeking recommendations for new products and services, and the majority (64 percent) of consumers are open to making purchases based on these recommendations. There is no significant variation across age groups and 67 percent of consumers are positively anticipating generative AI’s ability to offer customized fashion and home décor recommendations specifically.
Capgemini’s dedicated AI Futures Lab to deliver concrete business impact. Capgemini is working with clients on AI and generative AI to respond to their specific business needs, particularly in the areas of Life Sciences, Consumer Products & Retail, and Financial Services.
Through its AI Futures Lab, Capgemini focuses on developing tailored solutions for clients, enabling them to leverage the potential of generative AI in a trusted, secure, and ethical framework to deliver concrete business impact.
The AI Futures Lab is a dedicated team of experts specialized in artificial intelligence from various Capgemini teams around the world, who are focused on following the evolutions of the technology, as well as researching and applying the most relevant use cases in generative AI for clients. The AI Futures Lab creates and delivers assets, education, and awareness to further enrich Capgemini’s expanding expertise in this field and the value it delivers to its clients.
Meanwhile, the data auditing platform DataTrue announces today the launch of a patented data validation and personal identification system that employs artificial intelligence (AI) and machine learning (ML) to identify and prevent data leaks. DataTrue is collaborating with Microsoft to enhance this new offering, integrating Azure’s advanced AI and ML into its technology stack.
Over 2,700 security breaches have been reported to the Office of the Australian Information Commissioner (OAIC) since the beginning of 2020, impacting millions of individuals. The breaches at Latitude and Optus alone have affected approximately 15 million people.
DataTrue’s Data Validation Engines (DVE) and Personal Information Identification (PII) leakage detection solution deftly decode information in data packets containing cookies, URLs, and request bodies, including data transfers to and from third-party servers. The system analyses this information to ascertain whether it includes any personally identifiable data that should not be present. It then uses AI and machine learning to improve itself and make the detection of issues continuously more precise and faster.
According to Dean Gingell, DataTrue’s co-founder and the co-inventor of the PII technology, Microsoft’s AI and machine learning offerings “significantly enable to improve the leakage detection solution. Not only does it decrease the configuration time for the feature, but it also reduces the development time needed to expand the feature vastly.”
Businesses worldwide have praised DataTrue’s PII detection tools. One such testimonial comes from Coles: “DataTrue has helped us maintain secure and accurate end-user data through significant changes and investments – including switching analytics vendors and launching our new Angular site. Our comprehensive test suites keep us on top of any issues and alert us to any unexpected data problems, including data leakage to third parties.”
DataTrue CEO, Adam Hobson said: “As businesses increasingly rely on data to operate and cyberattacks grow, it’s vital to find new ways to protect private data. More stringent privacy laws and the need to be compliant also increase the pressure on companies to control and safeguard information.”
Andrew Boyd, GM of Digital Natives & Startup at Microsoft, agrees with Hobson.
“In an era where data is the lifeblood of modern business, safeguarding private information has become paramount. AI and machine learning present us with a powerful ally in our battle against cyber threats, and, with our support, DataTrue is harnessing the potential of these technologies to make businesses safer.”
By partnering with Microsoft and leveraging Azure’s solutions and platform, DataTrue provides businesses with a powerful tool to protect private data, comply with privacy laws, and safeguard information.
Beyond its cybersecurity offerings, DataTrue also conducts thorough data audits for Analytics, Marketing, and Compliance enterprise departments, which face increasing challenges to ensure the information they utilize is accurate and secure.
Finally, Surfshark’s new study ranked the most popular mobile games based on a data-hungriness index, allocating points depending on data collected and its sensitivity. In Malaysia, the most popular apps, Mobile Legends: Bang Bang and PUBG MOBILE, are ranked 27th and 40th based on data hungriness. Candy Crush Saga, X-HERO, and 8 Ball Pool are the most data-hungry ones, collecting up to 16 different data types. Globally, 8 Ball PoolTM is the most data-hungry app among the top 10 apps globally, followed by Subway Surfers and Gardenscapes.
In terms of data-hungriness, Mobile Legends: Bang Bang and PUBG MOBILE, the two most popular games in Malaysia, secured 27th and 40th positions, respectively. Notably, both Mobile Legends: Bang Bang and PUBG MOBILE gather a greater number of data points compared to the average (9.7), including contact information, and location data. Both apps don’t use user data for third-party advertising.
Additionally, the study identified Candy Crush Saga, X-HERO, and 8 Ball Pool as the top three worst gaming apps for privacy in the Malaysian App Store, collecting up to 16 out of 32 different data points, including photos and videos, contact information, location data, contacts.
Out of the 49 mobile gaming apps popular in Malaysia, 37 of them employ or share users’ data for third-party advertising purposes.
Furthermore, four games collect the precise user location. When apps collect precise location data, they can potentially reveal sensitive information, such as users’ home addresses, workplaces, daily routines, or frequently visited locations. Precise location data can be highly valuable to advertisers and marketers, enabling them to target users with location-based ads or offers. It also could be exploited by malicious actors and used for unauthorized tracking or profiling.
“A significant number of gamers are unknowingly granting permission to share their personal data, unaware of where it ends up,” Gabriele Racaityte-Krasauske, a Spokeswoman at Surfshark said.
“In our global study of 510 mobile gaming apps, we discovered that the majority use activity tracking across other companies’ apps and websites and could transmit data to third parties, which may include tech companies, advertisers, or data brokers. This data can be exploited for purposes that extend beyond gaming, such as targeted marketing or market research. It is essential to thoroughly investigate before downloading anything on your phone.”
CarX Street, Among Us, and Kanjozokuレーサ Racing Car Games were the least invasive to privacy in the analysis of popular Malaysian apps.
They collect up to seven data points. This suggests that excessive information collected by the other apps may not be necessary for the app to function.
The study reveals that Canadians are the top players of privacy-invasive games worldwide. Australia ranks 3rd in the world for playing the most data-hungry games. Out of the total 510 most popular games across 60 countries, 492 collect user data, and 446 allow tracking across other companies’ apps and websites. The data-hunger scores of apps in Canada, Germany, Australia, the United States, and Hungary are more than 10 percent higher than the total average. Canada’s most popular gaming apps are the most privacy-invasive.
Most of the highest-ranking gaming apps globally have a higher-than-average data hunger index. The top 10 games have a 21 percent higher index than the total average in the dataset.
8 Ball PoolTM is the most data-hungry app among the top 10 apps globally (159 percent higher than the average game in our dataset), followed by Subway Surfers (114 percent higher) and Gardenscapes (80 percent higher).
It is important for mobile gamers to be aware of the data collection practices of the apps they use and take steps to protect their privacy.
Users should carefully review app permissions before downloading games and consider using privacy tools like VPNs to protect their personal information.
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