Generative AI: Global survey ranks Brazil as second most optimistic country about the technology

Brazil is the second most enthusiastic country about Generative AI, behind only India, according to the survey "GenAI: What Consumers Want," conducted by Thoughtworks, a global technology consultancy, with 10,000 consumers across 10 countries. Singapore ranks third, while Germany, the Netherlands and the United Kingdom are the least optimistic. Despite the positive sentiment among Brazilians, the topic also raises concerns about the possible misuse of data, the spread of fake news and biased prejudices.

Even with doubts, 67% of the Brazilian respondents are more likely to buy from a company that uses Generative AI in its processes; however, it is important for companies to be transparent (86%) and proactive (93%) about how data is used. 95% of people also believe brands could use the technology to be more innovative. The numbers reflect the expectation that corporations will use these models to improve ideas and services and offer a personalized experience to users. For 54%, however, the lack of human touch in business can discourage purchases.

According to Rosi Teixeira, Director of Emerging Technologies and Communities at Thoughtworks Brazil, the country's position relative to others reflects people's curiosity about what is new, but there is still not enough knowledge and regulation to minimize fears. "Many people have a state-of-the-art phone but don't know how to make the most of everything it offers. The same happens with Generative Artificial Intelligence. It's a rising technology with plenty of room to be explored, and the unknown ends up generating fear," she explains.

Generative AI: Concerns about data security, ethics and privacy

For Generative AI to successfully reach its full potential and promote proper innovation, companies need to ensure responsible and ethical use. This is because the study shows that 94% of participants said they have ethical concerns regarding the use of the technology. Data manipulation without consent is among respondents' biggest fears (74%), followed by disinformation (64%), harmful content (57%), plagiarism (54%) and bias (43%). It is understood, therefore, that there needs to be a balance between the pursuit of innovation through Generative Artificial Intelligence and its responsible use.

The survey also indicates that the impacts on companies caused by the misuse of Generative AI should include reputational damage (65%) and legal and regulatory issues (64%). "Consumers don't want to be deceived, nor do they want their data violated. They have the right to decide how organizations will use this information which, before serving to generate ideas, products and services, is personal to each individual," Rosi believes.

Regulations should bring consequences for those who don't follow them

In this scenario, regulations come in as necessary measures to hold companies accountable for the improper and inappropriate use of Generative AI. 72% of respondents expect laws to be able to ensure that companies make clear how data is used, while 64% want regulations to require proactive transparency from corporations.

Despite the desire for adequate regulation, 54% do not trust that companies will be able to comply with it, so the role of governments in encouraging fairness, inclusion and accountability in the design and implementation of GenAI is fundamental.

Rosi Teixeira also stresses the importance of organizations understanding their role and responsibilities in society and how they can contribute to generating positive impacts. "Those who consume a given company's products and services want to be sure that their data is being used appropriately, so building a relationship of trust is fundamental for businesses to thrive. Generative AI offers many opportunities, but first it's necessary to focus on how to dispel existing fears and use it responsibly," she concludes.

Consumers around the world (Global Data)

Global data shows there is interest in Generative AI all over the world: 72% of respondents say they are enthusiastic about the topic and 68% say it is essential that regulation not discourage business innovation.

The majority (90%) agree that government regulations are necessary to hold companies accountable for how they use Generative AI. If a company fails to incorporate accountability and ethics into its use, 93% of consumers surveyed believe it risks facing losses, such as legal and regulatory issues (65%) and reputational damage (65%). As a result, businesses need to be transparent about their use of Generative AI; otherwise, they risk losing current customers and prospects. Most consumers (85%) prefer organizations that maintain transparency and fairness in the use of Generative AI.

The survey also shows that 68% believe businesses should continue innovating with Generative AI at an accelerated pace while effective regulations are developed by the government. And for organizations to use this technology responsibly, consumers believe regulations should specify to companies how data is used (68%), ensure that no illegal content is generated (63%) and disclose when content has been generated by Generative AI (62%).

"In a world where trust is fundamental, companies need to understand that earning it from their customers through ethical AI is not just a regulatory obligation, but a strategic advantage. For decades, Thoughtworks has advised the companies in our portfolio on how to take full advantage of this emerging technology while, at the same time, building responsible governance into business processes to protect that trust," adds Mike Mason, Director of Artificial Intelligence at Thoughtworks.

Adopting Artificial Intelligence (AI) represents a great opportunity for companies to win over consumers' hearts

As shown by research, consumers are inclined to support companies' use of Generative AI aimed at improving the experience of interacting with brands. However, it is worth considering the responsible use of this technology, as mentioned earlier.

It is also observed that companies are beginning to increase their investments in technology. "Companies that bet on this technology will have great potential to better connect with their consumers and improve their results," explains Wigor Correia, Director of Data and Artificial Intelligence at Thoughtworks.

A high-potential use case is Hyper-Personalization. A financial services company in Asia managed to increase its deposits by more than 40%, while another company in the fashion industry in Europe increased average revenue per user by 17%, by adopting the hyper-personalization approach. "As evidenced by the numbers above, companies that adopt the technology properly can indeed achieve significant results," concludes the executive.

"GenAI: What Consumers Want" is available for download at this link: https://www.thoughtworks.com/insights/reports/genai-what-consumers-want