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UK – The artificial intelligence (AI) industry is facing a “GDPR moment” as governments address concerns about the potential for unethical use of the technology, according to Ray Eitel-Porter , Global Head of Responsible AI at Accenture.

Speaking at the Market Research Society’s Impact 2022 conference, Eitel-Porter spoke about the rise of wrong wrong — fake videos using AI to make it look like real people are saying things they didn’t say — and compared how the AI ​​industry faced tougher regulation.

The European Union has on its agenda a draft regulation on AI, which Eitel-Porter said could have a profound impact on the industry equivalent to that of the General Data Protection Regulation (GDPR) on the use of personal data.

The proposed European regulations, which were announced on April 21, 2021, will ban AI systems that are considered a “clear threat to the safety, livelihoods and rights of people” and impose stricter rules on the use of biometrics, such as facial recognition.

Companies failing to comply with the rules, if enacted, would face a fine of up to 6% of global revenue. AI regulations are expected to be in place within the next few years.

Eitel-Porter added: “Are we going to believe that the benefits we derive from AI, such as personalized information or improved experiences, do not come at the expense of personal freedoms or our privacy?

“We should put in place ethical safeguards wherever AI is used. These safeguards must span technology, process, people and data as businesses move towards an ethical future while capitalizing on the real potential that AI has to offer.

The problem is not the technology itself, Eitel-Porter added. “The problem is not really wrong wrong or other generative adversarial networks that the AI ​​uses to do wrong wrong. It is how the underlying technology, AI and data is used or applied. In this regard, the potential problem of technology is very human. »

Eitel-Porter also discussed the use of data, saying the algorithms used on social media help create echo chambers as people see more of the same content they previously interacted with.

He said 8% of people in the UK have such selective media exposure that they now have a distorted view of reality.

“There are tools today that allow marketers to use social media to inform and influence the marketing materials they create on an unprecedented scale,” Eitel-Porter added.

“Marketing has also sought to influence segments of the population by using insights gained from market research to do so. Data and analytics take this to a new level.