According to figures released earlier this month from the Capgemini Research Institute, ethical AI is not just a major concern for consumers (74 percent), it could also impact customer loyalty. If a business can show ethical AI use, 62 percent of consumers would place higher trust in that company. By contrast, 41 percent said they would complain over misuse of AI and 34 percent would stop interacting with a company if its AI use was unethical.

It’s not wholly unsurprising research but it does raise the whole issue of trust. It also raises the point of what is deemed ethical, when it comes to AI use. Who decides? Businesses, consumers, governments, academics or a mash-up of all of them?

Interestingly, the Capgemini research also revealed that 74 percent of consumers want more transparency when a service is powered by AI, and over three quarters think there should be further regulation on how companies use AI.