‘There is a widespread and growing sense that trust is eroding across society and business’
Organisations are more likely to succeed in digital transformation when their approach includes measures to drive trust, according to a new study by Fujitsu.
These measures include long-term perspectives, empathic leadership and initiatives to empower employees. The research found that three in five business leaders (63%) say they would trust decisions made by AI if substantial reasoning for reaching those decisions is available.
The Fujitsu Future Insights Global Digital Transformation Survey Report 2019 is based on opinions from 900 CxOs and decision-makers at large and mid-sized companies in nine countries including Australia, Singapore, the UK and the US.
The study also found that two thirds (66%) are inclined to trust organisations that publish a code of ethics governing their use of AI.
According to David Gentle, Director of Strategy and Foresight at Fujitsu, business leaders appear to have already reached a surprisingly high level of trust when it comes to AI-powered decision making.
“This is particularly true in areas that have less human impact – where six out of ten are ready to allow AI to make decisions in the case of manufacturing quality control, for example, and 56% are happy for AI to make judgements in sport,” said Gentle.
Despite digital transformation being complete or underway at 87% of companies in the survey, the challenge of trust still remains an issue – especially related to how organisations handle personal data.
Some 72% of CxOs and decision-makers are worried their personal data may be exploited by organisations without permission.
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Nevertheless, 69% of respondents find it acceptable to provide personal data to companies they perceive as trustworthy, and in 67% take the same view in situations where this personal data can help enhance products and services.
Gentle added that there is a widespread and growing sense that trust is eroding across society and business.
“We think that rebuilding trust has become the central building block to a better future,” said Gentle.
“The benefits that have been brought by digital technology seem obvious and ubiquitous, however, trustworthiness of personal data control and the decisions made by AI are causing concern.”
He said organisations must work hard to create trustworthiness with their stakeholders and those that do so are more likely to be successful.
“The fact that the report also shows these concerns are shared by global business leaders is a positive sign, as it means the need for change is understood by people in a strong position to influence the future agenda.”
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Conway Kosi, Vice President of Sales, Customer Service Management and Marketing, Fujitsu Australia and New Zealand, added that as emerging technologies such as AI become commonplace in the business environment, the guidelines of trust become increasingly important in any business relationship.
“This research confirms that building trust in business and society is high on the agenda for business leaders across the world, including Australia, and is essential for shaping a better future,” said Kosi.
“Delivery of an outcome in digital transformation is dependent on leadership, employee empowerment, robust ecosystems, and of course establishing greater trust with customers and the community.”
