Page 52 - SAMENA Trends - September-October 2022

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Consumers Want More Transparency on How Businesses Handle Their

Data, New Cisco Survey Shows

Cisco published its 2022 Consumer protect their data themselves including: to opt-out of the AI application and explain
Privacy Survey, an annual global review of • 76 percent say they would not buy from a how their AI application works. Finally,
consumers’ perceptions and behaviors on company who they do not trust with their more than half said national or local
data privacy. This year’s survey highlights data government should play the primary role
the critical need for further transparency • 37 percent indicated they had indeed when it comes to protecting consumers
as consumers say their top priority is for switched providers over data privacy data. Many consumers do not trust private
organizations to be more transparent on practices companies to be responsible with personal
how they use their personal data. The • 53 percent say they manage their cookie data on their own accord. As governments
survey also showed that while, in theory, settings from a website before accepting and organizations continue to demand
consumers are supportive of AI (with 54 • 46 percent of those with a home listening protections on data transferred outside
percent willing to share their anonymized device say they turn it off regularly to their national borders, more are putting
data to improve AI products), many (65 protect their privacy in place data localization requirements,
percent) have lost trust in organizations Ever-evolving technologies make it difficult demanding data to be physically stored in
due to their use of AI. “Organizations need for consumers to trust companies with the country or region where it was collected.
to explain their data practices in simple their data. Most respondents believe Yet data localization comes at a price.
terms and make them readily available so the potential benefits of AI outweigh the The Cisco 2022 Data Privacy Benchmark
that customers and users can understand risk, provided proper de-identification is reported that 88 percent of surveyed
what is going on with their data. It is not in place, with 54 percent willing to share organizations experience significant
just legally required; trust depends on it,” their anonymized personal data to help additional operational costs due to data
said Harvey Jang, Cisco Vice President, improve AI-based products and decision- localization. Consumers are evenly split on
Deputy General Counsel and Chief Privacy making. However, there is a disconnect the value of data localization (41 percent
Officer. This year, 81 percent of respondents between businesses and consumers: in favor, 41 percent against) if it adds cost
agreed that the way an organization treats while 87 percent of organizations believe to the products and services they buy. “We
personal data is indicative of how it views they have processes in place to ensure hope that the insights from this survey
and respects its customers – the highest automated decision-making is done in will motivate organizations to continue
percentage since Cisco began tracking it in accordance with customer expectations, to prioritize their customers’ desire for
2019. 60 percent of respondents expressed security, privacy, and transparency,” said
Consumers Are Increasingly Taking Action concern about how organizations are using Brad Arkin, Cisco Senior Vice President,
In response to the erosion of trust in their personal data for AI. Powerful steps Chief Security and Trust Officer.
organizations’ ability to protect data, many organizations can take to address this
consumers are taking action to better include giving consumers the opportunity

52 SEPTEMBER-OCTOBER 2022