TREND 09
Accountable tech
Technology and AI are revolutionising efficiency, convenience, and connection. From streamlining tasks to enhancing decision-making, these innovations have the potential to make life easier and more productive. However, their rapid advancement also brings growing concerns. Many feel uneasy about data privacy and the intentions behind these tools, as they often operate within a black box of complexity.
As AI becomes more embedded in daily life, people are demanding clearer standards for transparency and responsible practices. Our global study shows that 59% of people worry about the broader implications of AI and new technologies. These concerns stem from fears of data misuse, ethical dilemmas and a sense of losing control in an increasingly digital world.
People are seeking safe, trustworthy ways to embrace technology's benefits. They look to governments to establish robust regulations for protection and to brands to lead with accountability and clarity, allowing them to fully enjoy the efficiency, convenience and opportunities that technology brings.
The trust in AI is significantly lower amongst Baby Boomers, where 65% is worried about the consequences of AI and new technologies, versus 56% of Gen Z. For younger generations, who grew up in a tech-saturated world, rapid advancements in AI and technology feel natural. Unlike older generations, they view AI as a tool for enhancing experiences in areas like education and entertainment, fostering a more optimistic outlook on its benefits.
“I think AI is viewed with particular fear because some people don’t understand the extent of what’s behind it – that it could become a superpower at some point – and that artificial intelligence will continue to develop beyond the control of humans.”
Female, Gen Z, DE
“We're at the beginning of a development that nobody really has a clear view of what the future will look like. We certainly need to be cautious because AI will become so sophisticated that the distinction from ordinary reality may blur or even disappear. This could potentially open the door to abuse and even crime. So I think, in any case, it's a good development, but it needs to be monitored very carefully.”
Male, BB, BE
CASE
Bumble - Deception Detector
Global - Technology
Bumble’s latest AI tool, the Deception Detector, identifies and blocks fake accounts to boost user safety. This feature complements Bumble’s Private Detective, which automatically blurs potentially explicit images in chats, showcasing how AI can protect users from deceptive behaviour.
Brand takeaway
What does this mean for brands?
Brands must embrace ethical practices that prioritise user trust and safety. By adopting transparent policies and implementing robust data protection measures, brands can go beyond just complying with consumer expectations.
It’s about positioning themselves as responsible leaders in an increasingly complex digital world.