TELUS International Survey Reveals Nearly Two-Thirds of Consumers Not Aware Media Companies Restrict Generative AI (GenAI) Models From Being Trained on Their Articles and Content
November 15 2023 - 6:45AM
Business Wire
Over half of all consumers indicate concerns
that GenAI outputs not informed by media companies will be
inaccurate (54%) and biased (59%)
Overwhelmingly, consumers agree companies
should be transparent about how they’re sourcing the data they’re
using to train and power GenAI models
More than half (55%) of consumers surveyed believe they
understand how Generative AI (GenAI) models are trained. However,
nearly two-thirds (60%) were not aware that some media companies
(recently, The New York Times) have restricted access to its
information and data, including articles and general site content,
in the training of GenAI models.
That’s according to a recent TELUS International (NYSE and TSX:
TIXT) survey of 1,000 U.S. adults who are familiar with GenAI.
On the impact of GenAI not being informed by media companies,
over half of all consumers indicate concerns the content will be
inaccurate (54%) and biased (59%). When asked what alternative
sources they would most likely trust to educate and inform GenAI
models, higher education institutions (48%) and scientific journals
(44%) were the top choices. Conversely, the most untrusted sources
were social media conversations (45%), reviews websites (27%) and
brand websites (25%).
Transparency And Responsibility Lies With Brands
“There is growing concern by media companies and content
creators about what becomes of their intellectual property when it
is used as source material to train GenAI models, so naturally they
are beginning to set guardrails. Many media companies have already
updated their terms and conditions to include rules that forbid its
content from being used to train AI systems and are blocking AI web
crawlers from accessing their text, images, audio and video clips,
and photos,” said Siobhan Hanna, VP and Managing Director, AI Data
Solutions, TELUS International. “Given that we are in the early
stages of developing industry regulations for all aspects of GenAI,
including the sourcing of data, it's crucial that companies take
responsibility to do the right thing from the very beginning. To
protect themselves from potential fines, penalties, legal action
and negative brand impacts, those working on AI deliverables must
carefully consider where they are scraping or otherwise extracting
the data from to power their models. Moreover, this is where a
‘humanity-in-the-loop’ approach to AI is so critical. Despite the
fact that regulations and permissions around copyrighted material
may still be emerging, companies need to consider the broader
societal impacts of their actions to ensure that they are operating
in a fair and ethical manner.”
No matter the source, 75% of consumers want companies to be
transparent and explicit about how they’re sourcing the data
they’re using to power their GenAI models. Additionally, more than
half (52%) of all consumers believe the companies developing and
building GenAI applications have a responsibility to “police” the
information that’s being used and determine if it is being used
with the content creator’s permission.
Consumers Unsure About Accuracy, Concerned About Bias;
Sentiment Varies by Generation
- Those aged 25-34 had the most trust in GenAI-generated content
being accurate (47%) compared to 16% of those aged 54+
- Nearly half (43%) of all consumers don’t trust GenAI content to
be unbiased, with those aged 54+ having the strongest response
(51%)
- Among those aged 18-24, 42% indicated they trust GenAI content
to be unbiased, which is a stark contrast to just 16% of those aged
54+
“Since its launch a year ago, we have witnessed the
unprecedented rise and development of GenAI. While many of the use
cases are incredible, including its ability to fast track medical
diagnoses and pharmaceutical developments, as well as aiding
accessibility for those with disabilities, so too are the potential
threats posed by its irresponsible use and the possibility of
perpetuating and exacerbating false or biased data,” said Hanna.
“To effectively mitigate against this and to ensure a safe online
experience for all users, companies must source trusted and diverse
training datasets created by leveraging a combination of technology
and humans to oversee the output when deploying GenAI.”
TELUS International is a leading provider of comprehensive,
end-to-end AI data solutions including dataset engineering, the
creation of training and test datasets, content generation and
enhancement, model testing and prompt generation and enhancement.
The company also provides software engineering services to
implementers of GenAI technologies, with extensive capabilities for
application development through the consultancy, design, build,
deployment and maintenance phases. Backed by the power of GenAI,
the company’s enhanced solution, Fuel iX, delivers end-to-end CX
innovation and AI-fueled intelligent experiences (iX) to help
global clients meet critical CX business needs. To learn more,
visit
https://www.telusinternational.com/solutions/ai-data-solutions.
Survey Methodology: The survey findings are based on a Pollfish
survey that was conducted on Sept. 13, 2023, and included responses
from 1,000 men and women aged 18+ who live in the United States and
indicated a familiarity with GenAI.
About TELUS International
TELUS International (NYSE & TSX: TIXT) designs, builds and
delivers next-generation digital solutions to enhance the customer
experience (CX) for global and disruptive brands. The company’s
services support the full lifecycle of its clients’ digital
transformation journeys, enabling them to more quickly embrace
next-generation digital technologies to deliver better business
outcomes. TELUS International’s integrated solutions span digital
strategy, innovation, consulting and design, IT lifecycle including
managed solutions, intelligent automation and end-to-end AI data
solutions including computer vision capabilities, as well as
omnichannel CX and trust and safety solutions including content
moderation. Fueling all stages of company growth, TELUS
International partners with brands across strategic industry
verticals, including tech and games, communications and media,
ecommerce and fintech, banking, financial services and insurance,
healthcare, and others.
TELUS International’s unique caring culture promotes diversity
and inclusivity through its policies, team member resource groups
and workshops, and equal employment opportunity hiring practices
across the regions where it operates. Since 2007, the company has
positively impacted the lives of more than 1.2 million citizens
around the world, building stronger communities and helping those
in need through large-scale volunteer events and charitable giving.
Five TELUS International Community Boards have provided $5.4
million in funding to grassroots charitable organizations since
2011. Learn more at: telusinternational.com.
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TELUS International Investor Relations Jason Mayr (604)
695-3455 ir@telusinternational.com
TELUS International Media Relations Ali Wilson (604) 328-7093
media.relations@telusinternational.com
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