Digital Marketing Asia 2024 Singapore
marketing interactive Digital Marketing Asia Singapore 2024 Digital Marketing Asia Singapore 2024
Study: 40% of workers in SG do not trust data used to train AI systems

Study: 40% of workers in SG do not trust data used to train AI systems

share on

Despite the accessibility of AI tools from OpenAI’s ChatGPT, Microsoft’s Bard, Anthropic’s Claude and now Meta’s generative AI ads, 40% of workers in Singapore do not trust the data used to train AI systems they see today.

In fact, 48% find it difficult to get what they want from AI, underscoring a trust gap among workers that presents a barrier for businesses to adopt and utilise AI effectively.

Don't miss: Study: Content production has increased by 56.7% with the introduction of gen AI

These were the results of Salesforce’s latest study titled the ‘AI Trust Quotient’ which surveyed 545 full-time workers in Singapore and nearly 6,000 globally to reveal that 95% of those who do not trust AI overall are hesitant to adopt it.

Interestingly, the study highlighted that with AI’s growing sophistication, 58% of workers fear humans will lose control of AI and 94% do not currently trust AI to operate without human oversight, slightly higher than the global average of 90%.

While 90% of workers in Singapore do not trust AI to keep data safe on its own, 59% trust AI and humans to keep data safe together.

“The adoption of AI within the workforce is critical if businesses are to achieve their goals of increasing employee engagement and productivity which is foundational to higher value customer relationships and margins,” explained Sujith Abraham, senior vice president and general manager, Salesforce ASEAN.

“This has to be supported by keeping humans in the driver's seat of AI, empowering them to focus on the most important outcomes as we enter a new era of AI innovation,” he added. 

Human-led factors that can drive more trust in AI include skill-building or training opportunities (74%), and more accessibility and inclusivity (66%).

Does AI have a data problem?

With 70% of workers who do not trust AI saying that it lacks the information needed to be useful, the study highlights a lack of complete and accurate data that is impacting trust in AI.

In Singapore specifically, 65% of workers say out of date public data and incomplete customer or company data (61%) would break their trust in AI. In fact, 80% of workers in Singapore say that AI needs to consistently produce accurate outputs for them to trust it as compared to the global average of 68%.

To overcome this trust gap, 84% of workers in Singapore desire accurate data while 82% want secure data that does not put potential information at risk. 79% are seeking holistic tools that use all possible and relevant data.

“Building trust in AI is crucial for successful adoption, and this requires a multi-faceted approach,” said Laurence Liew, director, AI Innovation, AI Singapore.

“By prioritising data quality, transparency, and human oversight, we can foster greater trust in AI and unlock its transformative potential for businesses and society,” he added.

Join us on 12 June 2024 for an exciting experience as Content360 makes its debut in Malaysia! Brace yourself to join the crème de la crème of the content marketing industry hailing from across the region. Immerse yourself in a dynamic atmosphere, and uncover the latest trends with thought leaders and solution providers from the realm of content.

Related articles:
73% of consumers trust content by generative AI: Here's why they shouldn't
SG creates new Gen-AI frameworks, asks global input to build trust
3 areas of trust marketers need to pay attention to in 2024

share on

Follow us on our Telegram channel for the latest updates in the marketing and advertising scene.

Free newsletter

Get the daily lowdown on Asia's top marketing stories.

We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.

subscribe now open in new window