{"id":3081,"date":"2024-03-05T11:04:00","date_gmt":"2024-03-05T17:04:00","guid":{"rendered":"https:\/\/trustarc.com\/?post_type=resource&p=3081"},"modified":"2025-05-07T11:31:52","modified_gmt":"2025-05-07T16:31:52","slug":"data-protection-responsible-generative-ai-use","status":"publish","type":"resource","link":"https:\/\/trustarc.com\/resource\/data-protection-responsible-generative-ai-use\/","title":{"rendered":"Data Protection and Responsible Generative AI Use: A Comprehensive Guide"},"content":{"rendered":"\t\t
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Data Protection and Responsible Generative AI Use: A Comprehensive Guide<\/h1>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\n\n\t
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In 2023, artificial intelligence (AI) crashed into organizations like a tidal wave. By the year\u2019s end,\u00a0ChatGPT reached 100 million weekly active users<\/a>, and\u00a0Goldman Sachs strategists observed<\/a>\u00a036% of S&P companies discussing AI on conference calls. And now you can\u2019t open an email without the mention of AI. From the front lines to the boardroom, AI discussions are happening everywhere.<\/p>\n

While AI isn\u2019t new (think Siri or Alexa), new tools and uses have recently accelerated. For example, AI is used heavily in creating superior customer experiences \u2013\u00a092% of businesses<\/a>\u00a0are driving growth with AI-driven personalization. Furthermore, the AI market is expected to grow by\u00a0over 13x over the next decade<\/a>.<\/p>\n

Yet, despite the increasing value and potential of AI, consumers\u2019 trust in organizations using AI is declining. The\u00a0IAPP reports<\/a>\u00a0that\u00a060% of consumers have already lost trust in organizations over their AI use.<\/strong><\/p>\n

Why is AI use causing a loss of trust in organizations?<\/h2>\n

Consumer concern stems from a lack of attention to responsible AI use. While AI is being touted by boards, not enough companies have established guidelines and training for its use.<\/p>\n

Salesforce research<\/a>\u00a0demonstrates that despite 28% of workers using AI at work, 69% of workers reported they\u00a0haven\u2019t received or completed training to use generative AI safely<\/strong>. And 79% of workers say they\u00a0don\u2019t have clearly defined policies for using generative AI for work.<\/strong><\/p>\n

Workday\u2019s latest global study agrees<\/a>, with 4 in 5 employees saying\u00a0their company has yet to share guidelines on responsible AI use.<\/strong><\/p>\n

Additionally, consumers are no strangers to the risks and cons of AI use. Many have tested generative technologies and were left disappointed. Whether you experienced a generative AI fail to properly create a hand or provide accurate information, you\u2019re likely familiar with some of its limitations.<\/p>\n

In fact, workplace AI use is already making headlines. For example,\u00a0Samsung banned the use of ChatGPT<\/a>\u00a0due to employees accidentally leaking confidential company information. Or this headline,\u00a0Most employees using AI tools for work aren\u2019t telling their bosses<\/a>.<\/p>\n

Lastly, concerns and legal considerations surrounding the collection, use, and storage of personal data continue. The use of\u00a0large language models<\/a>, like ChatGPT, is already in question. The\u00a0New York Times recently filed a copyright infringement lawsuit<\/a>\u00a0against OpenAI, and other prominent authors have also followed suit.<\/p>\n

AI use and business relationships<\/h3>\n

And it\u2019s not just about consumers. As businesses adopt AI, third-party vendors and partners question AI use and data practices during vendor screening and risk management. Understanding and addressing these concerns is vital to building trust in the age of AI.<\/p>\n

Ultimately, the goal for businesses is to balance innovation and trust. AI delivers positive business outcomes and efficiency when harnessed and used responsibly.<\/p>\n

Still, many organizations are wrestling with this challenge.\u00a0TrustArc\u2019s 2023 Global Privacy Benchmarks Survey<\/a>\u00a0revealed that \u201cartificial intelligence implications in privacy\u201d ranked as\u00a0the #1 global concern.<\/strong><\/p>\n

How mature is your AI risk management?\u00a0<\/b>Take the quiz.<\/b><\/a><\/p>\n

Are organizations required to use AI responsibly?<\/h2>\n

Data protection laws such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) cover much of the world\u2019s population. Comprehensive privacy laws aim to protect individuals\u2019 privacy rights and regulate how organizations handle personal data. Thus some of these regulations already include AI use.<\/p>\n

For example, the CCPA, as amended by the California Privacy Rights Act (CPRA), gives the California Privacy Protection Agency the authority to regulate automated decision-making technology (ADMT).\u00a0And draft regulations are underway<\/a>.<\/p>\n

In Europe,\u00a0Article 22 of the GDPR<\/a>\u00a0protects individuals from automated decision-making, including profiling. It prohibits subjecting individuals to decisions \u201cbased solely on automated processing\u201d. This means that in certain instances, human intervention is required for decisions about individuals, not just technology.\u00a0The UK GDPR has similar rules<\/a>.<\/p>\n

What\u2019s more,\u00a0lawmakers are trying to keep up with technological advances like AI<\/a>.\u00a0Privacy professionals must watch closely as various legislation is proposed and enacted.<\/strong>\u00a0Some examples include:<\/p>\n