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Survey shows the rise of Generation Privacy
Cisco finds younger consumers seven times more likely to exercise their data rights .
Cisco ’ s 2023 Consumer Privacy Survey highlights how younger consumers are taking deliberate action to protect their privacy as 42 % of consumers aged 18 – 24 exercise their Data Subject Access Rights compared with just 6 % for consumers 75 and older .
Many say they have lost trust in organizations because of their use of Artificial Intelligence ( AI ) and 50 % of respondents look to the government to set rules and enforce privacy protections .
The survey also provides early insights on Generative AI ( Gen AI ), revealing that only 12 % of respondents identify as regular users .
Artificial Intelligence and Privacy Concerns
From shopping to streaming services and to healthcare , 48 % of survey respondents agree that AI can be useful in improving their lives .
A majority of respondents ( 54 %) said they are willing to share their anonymized personal data to help improve AI products and decision-making .
“ The world is watching how companies will approach AI in a responsible way ,” said Dev Stahlkopf , Cisco Executive Vice President and Chief Legal Officer .
“ For Cisco , this means keeping a keen focus on respecting privacy and human rights as we incorporate AI technology .”
Generative AI : The Privacy Contradiction
The survey also provides an early snapshot of the use of Gen AI and some of the potential risks and privacy challenges .
Generative AI is still relatively new to most people with over half ( 52 %) of survey respondents saying they were not aware of it .
Of those that use Gen AI regularly ( 12 %), only half indicated that they were refraining from entering personal or confidential information into Gen AI applications – with the finding indicating that the other 50 % may indeed be entering personal or confidential information .
This is despite 88 % of respondents indicating that they would be ‘ somewhat ’ or ‘ very ’ concerned if their data entered in Gen AI were to be shared .
Young Consumers Championing Data Privacy
This year , 33 % of respondents qualify as Privacy Actives : they care about privacy , are willing to act to protect it and have acted , for example , by switching companies or providers because of their data policies or data sharing practices .
Younger consumers are the most willing to take action to protect their privacy . Forty-two percent of consumers , aged 18 – 34 , are Privacy Actives – a percentage that steadily decreases with age .
Nevertheless , 62 % of surveyed consumers expressed concern about how organizations are using their personal data for AI , with 60 % saying that they have already lost trust in organizations because of their AI use .
Organizations can implement measures to ( re ) gain customer trust , such as auditing products and solutions for bias , being more transparent and explaining how the AI works , ensuring human involvement and instituting an AI Ethics Management Program .
The percentage of consumers requesting data deletions or change rose to 19 % – up from 14 % last year .
Again , this is highly correlated with age : thirty-two percent of consumers aged 18 – 24 make data deletion or change requests compared to only 4 % of older consumers .
Public awareness of privacy laws continues to be relatively low with 46 % of respondents aware of their country ’ s privacy law .
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