Recent research from Cohesity reveals a significant shift in consumer attitude towards data security in the context of artificial intelligence (AI). This report sheds light on the urgent need for companies to reconsider their data collection and protective measures. As businesses increasingly turn to AI for analytics and decision-making, the consumer call for greater security and transparency has never been louder.
The global survey, which gathered responses from over 6,000 participants, indicates that a vast majority of consumers are uncomfortable with the extent of personal data being collected. In particular, the results are striking in countries like the UK, where 73% of respondents believe that personal or financial data collection is excessive. This concern is echoed in the US, where 81% share the same sentiment, and in Australia, where a staggering 82% feel similarly. This dissatisfaction highlights a critical gap between consumer expectations and actual data handling practices by businesses.
One of the primary concerns expressed by consumers is not only the collection but also the security of their data once it is acquired. An overwhelming 73% of UK participants, 86% of US respondents, and 87% of Australians want companies to enhance their security measures post-data collection. The fear of cyberattacks is palpable; more than 90% of survey participants said they might stop doing business with a company that suffers a data breach. This statistic should alarm businesses, which must recognize that neglecting data security may lead to significant revenue loss.
James Blake, Global Cyber Security Strategist at Cohesity, stated, “Consumers clearly understand that companies have a lot of catching up to do in the area of data governance and security.” This underscores the urgent need for businesses to address these concerns head-on. Implementing robust security measures and demonstrating a commitment to data governance can be differentiators in highly competitive markets.
The data from the survey also suggests growing fears surrounding the interaction between AI and data security. Almost all respondents expressed concerns about AI complicating data management. In the UK, 87% indicated anxiety over AI’s impact, and figures were even higher in the US (92%) and Australia (93%). Furthermore, a notable 64% of UK respondents, 72% in the US, and 83% in Australia identified AI as a potential risk for data protection. This anxiety reveals an urgent need for companies to not only reassure but also educate consumers on how AI technologies can be incorporated responsibly without compromising data integrity.
Transparency around data use is another crucial demand from consumers. The survey revealed that 70% of UK participants, 81% of US respondents, and 83% of Australians desire clearer insights into how their personal data is managed, especially regarding AI integration. They are calling for regulations that govern AI’s application. In addition, an overwhelming 74% in the UK, 85% in the US, and 88% in Australia insist on having a say in whether their data is used in AI models—an essential factor that underscores the need for consent-driven data policies.
The survey also highlights the essential role of third-party data management. A large majority of respondents want assurance about the security practices of third-party providers. For instance, 79% of UK participants and 90% of Australians expect transparency regarding data sharing. Moreover, companies must assess third-party data security practices, with 77% of UK respondents, 85% of US respondents, and 90% of Australians deeming it critical.
Maintaining robust data security is not only a regulatory obligation but also a vital component of brand reputation in the eyes of the consumer. Companies looking to harness AI capabilities must prioritize their data hygiene and cybersecurity measures to create a resilient cybersecurity posture. As Blake aptly noted, companies must align themselves with the best cybersecurity vendors to secure both their data and consumer trust, which is easily lost if these measures are perceived as inadequate.
The stakes are high. Data breaches are not just technical failures; they carry reputational damage and financial repercussions that can affect customer loyalty and market standing. As Blake concluded, “It’s time for companies to really focus on aligning themselves with the best cyber resiliency vendors and end the cycle.” The responsibility to secure consumer data must not be underestimated, particularly in a digital landscape increasingly influenced by AI.
In conclusion, as consumers become more aware of the risks associated with data collection and AI, businesses must respond with proactive measures that prioritize data security and transparency. A commitment to enhanced data governance not only meets consumer expectations but also fosters trust and loyalty in an age where options are merely a click away.
