Nowadays it is common to find servicesproducts, applications and websites that request the users delivery of some personal information to be able to offer its benefits in a more personalized. However, it is the use that is given to this information which can build the trust of customers.
In the case of Consumer Privacy Survey 2022a document prepared by the company cyber security Cisco, an observation is made to the perception that people have about the privacy of your data and how companies use it. This report indicates that, during the year 2022, users have been more aware of what they know regarding the treatment of their information by the Business.
A sample of the increase in the importance of a correct data treatment by companies is that a 81% of users consider that the handling of personal information is an indicator that they take into account when thinking about how they will be treated as customers. This figure is the highest in the last four years and has shown an increase compared to the previous year. (77%).
The poll this year highlights the significant need for greater transparencysince the consumers say their top priority is for organizations to be clearer about how they use their personal information.
“Companies must explain their data practices in simple terms and make them available to customers and users so they can understand what happens to their data. It is not only a legal requirement; the confidence it depends on it,” said Harvey Jang, Legal Vice President and Deputy General Counsel.
Consumers take action
As part of the Cisco study, it was also considered that users have the ability to take action against companies that misuse their information or are singled out for it.
According to the data collected in the documentthe loss of confidence in a company means that, in order to better safeguard your Private information, users even change their service provider. A 37% of the people interviewed in the study indicated that the practices of privacy They were the reason they made this decision.
Furthermore, in line with the loss of confidence, the 76% of study participants indicated they would not buy from a business who does not trust his data and the 53% of users indicated that they do use the tool cookie management in the websites before accepting them.
Other people are so suspicious of service provider companies that the 46% of those with a listening device at home say they turn it off regularly to protect your privacy.
The role of artificial intelligence in data management
The automation of the processes and the participation of the artificial intelligence Regarding the generation of confidence between users, companies and individuals have different points of view according to data from the 2022 Consumer Privacy Survey.
On the one hand, the 54% of users are willing to hand over their personal information to a company that uses artificial intelligence because they consider that the benefits of this technology outweigh the risks. However, this could only happen if at the same time it is ensured that this data is delivered in a anonymous and have no direct link to them at the time of improving the products.
Furthermore, the point of disconnection between company and clients occurs in the section on the use of data by the AI. According to the companies, the 87% of them considers that they have processes that ensure that automated decision making meets the expectations of customers, however, 60% of them show concern about how organizations are using their personal information for the AI.
Among the powerful measures that organizations can take to address this includes giving consumers the opportunity to opt out of the application of the artificial intelligence and explain how it works.
Finally, the 51% of people agree that the government, whether national (35%) or local (16%)participate in some way in the surveillance of the use of user data by the private businesses.