Generative AI survey results: Customers expect brands to be transparent

Artificial intelligence (AI) is more accessible than it has ever been. From history homework to medical diagnostics, users are leveraging the technology to augment their own abilities across a wide variety of use cases. But even with growing adoption rates, consumer concerns remain — particularly around misinformation and bias in generative AI (GenAI).

A recent survey* conducted by TELUS International found that 71% of respondents want brands to be transparent about how they are using generative AI in their products and services.

Transparency has always been a foundational building block of successful long-term brand-customer relationships. Which is why Beth Howen, chief transformation officer at TELUS International, is not surprised that its importance to consumers has carried over to GenAI applications. "Just as companies disclose how they collect and use customer data, they should also consider proactively disclosing where they are using generative AI along their customer journey, as well as any known limitations of their systems, such as potential biases," says Howen.

She adds that these measures will help consumers understand the ways in which generative AI is being utilized. Greater transparency will also better enable customers to make informed decisions about the content they are consuming and engaging with, resulting in an enhanced overall brand and customer experience (CX).

Survey says: Generative AI misinformation is of real concern

Our survey got to the bottom of consumer perspectives on generative AI, revealing information about how they're using GenAI technologies today, perceived benefits and what they believe are causes for concern.

Generative AI use cases

The majority of individuals (86%) surveyed have started to incorporate generative AI into various aspects of their daily lives, including:

• Writing personal documents, such as a resume or cover letter (50%)
• Automating personal or work tasks, such as writing an email or taking meeting notes (47%)
• Generating social media content, such as a caption or article (43%)
• Recommending personal health initiatives, such as a meal plan or fitness routine (38%)

Generative AI benefits

Respondents highlighted some key benefits of generative AI they had experienced, including:

• Faster and more efficient customer service (77%)
• More customization between brands and consumers (71%)
• Easier to accomplish schoolwork or work tasks (73%)

Generative AI concerns

Respondents also voiced some concerns about generative AI, including:

• The increased spread of inaccurate information online (61%)
• Potential bias in GenAI excluding individuals from career or financial opportunities (57%)
• Search engines delivering biased or irrelevant content (56%)

The survey results highlight the importance of brands staying on top of, and in tune with, their customers' expectations for responsible technology.

Howen emphasizes that as companies continue to integrate generative AI into their products, services and day-to-day operations, "It's critical that they pay close attention to how their customers and even society at large, are using it, what benefits they are enjoying and especially what concerns they have in order to proactively address them."

Mitigating risks to reap the rewards

Despite any initial trepidation from consumers, the future looks bright for generative AI and its continued adoption. Howen uses our recent history with social platforms as an example of what we can expect: "Based on how other digital technologies like the internet and social media have been mass adopted in the past, I am confident that consumers will continue to be open to taking certain calculated risks in order to harness and benefit from the immense potential of generative AI."

Howen also acknowledges that brands who champion transparency and responsible technology will have the upper hand. "I also believe that as they become more familiar with both the perks and pitfalls of generative AI, consumers will again follow historical trends and become increasingly thoughtful and deliberate with the companies and brands they choose to do business with, leaning in to those that adhere to responsible and ethical principles that include transparency and accountability," she adds.

Power your generative AI initiatives with TELUS International

Regardless of where you're at in your GenAI journey, TELUS International's end-to-end AI Data Solutions can help quickly advance your AI initiatives.

With our nearly two decades of experience in delivering customer service excellence through the right combination of people, processes and technology, we offer a comprehensive range of GenAI services, including: dataset engineering, the creation of training and test datasets, content generation and enhancement, policy and guardrail development, model testing and prompt generation and enhancement.

Our team of experts also provide automated customer service solutions, virtual agent and conversational app building, automated summarization and real-time language translation with automated detection and omnichannel support features. Moreover, TELUS International provides software engineering services to implementers of generative AI technologies, with extensive capabilities for application development through the consultancy, design, build, deployment and maintenance phases.

Reach out to learn how we can help your business uncover the positive potential of GenAI.

*Survey methodology: The survey findings are based on a Pollfish survey that was conducted on May 1, 2023, and includes responses from 1,000 Americans familiar with generative AI.