2023人工智能信任全球洞察Trust in Artificial Intelligence -A global study -KPMG

TheUniversityOfQueenslandTheUniversityOfQueenslandAUSTRALIACREATECHANGETrustinArtificialIntelligenceAglobalstudyKPMG.com.au

TheUniversityOfQueenslandAUSTRALIACREATECHANGECitationGillespie,N.,Lockey,S.,Curtis,C.,Pool,J.,&Akbari,A.(2023).TrustinArtificialIntelligence:AGlobalStudy.TheUniversityofQueenslandandKPMGAustralia.doi:10.14264/00d3c94UniversityofQueenslandResearchersProfessorNicoleGillespie,DrSteveLockey,DrCaitlinCurtisandDrJavadPool.TheUniversityofQueenslandteamledthedesign,conduct,analysisandreportingofthisresearch.KPMGAdvisorsJamesMabbott,RitaFentenervanVlissingen,JessicaWyndham,andRichardBoele.AcknowledgementsWearegratefulfortheinsightfulinput,expertiseandfeedbackonthisresearchprovidedbyDrAliAkbari,DrIanOpperman,RossanaBianchi,ProfessorShaziaSadiq,MikeRichmond,andDrMortezaNamvar,andmembersoftheTrust,EthicsandGovernanceAllianceatTheUniversityofQueensland,particularlyDrNatalieSmith,AssociateProfessorMartinEdwards,DrShannonColvilleandAlexMacdade.FundingThisresearchwassupportedbyanAustralianGovernmentResearchSupportPackagegrantprovidedtoTheUniversityofQueenslandAICollaboratory,andbytheKPMGChairinTrustgrant(ID2018001776).AcknowledgementofCountryTheUniversityofQueensland(UQ)acknowledgestheTraditionalOwnersandtheircustodianshipofthelands.WepayourrespectstotheirAncestorsandtheirdescendants,whocontinueculturalandspiritualconnectionstoCountry.WerecognisetheirvaluablecontributionstoAustralianandglobalsociety.©2023TheUniversityofQueenslandABN:63942912684CRICOSProviderNo:00025B.©2023KPMG,anAustralianpartnershipandamemberfirmoftheKPMGglobalorganisationofindependentmemberfirmsaffiliatedwithKPMGInternationalLimited,aprivateEnglishcompanylimitedbyguarantee.Allrightsreserved.TheKPMGnameandlogoaretrademarksusedunderlicensebytheindependentmemberfirmsoftheKPMGglobalorganisation.LiabilitylimitedbyaschemeapprovedunderProfessionalStandardsLegislation.

Contents02Executivesummary02TOC\o"1-5"\h\z\o"CurrentDocument"Introduction 07\o"CurrentDocument"Howweconductedtheresearch 08TowhatextentdopeopletrustAIsystems? 11HowdopeopleperceivethebenefitsandrisksofAl? 22Whoistrustedtodevelop,useandgovernAI? 29\o"CurrentDocument"Whatdopeopleexpectofthemanagement,governanceandregulationofAI? 34HowdopeoplefeelaboutAIatwork? 43HowwelldopeopleunderstandAI? 53WhatarethekeydriversoftrustinandacceptanceofAI? 60HowhavetrustandattitudestowardsAIchangedovertime?66\o"CurrentDocument"Conclusionandimplications 70\o"CurrentDocument"Appendix1:Methodandstatisticalnotes 73\o"CurrentDocument"Appendix2:Countrysamples 75\o"CurrentDocument"Appendix3:Keyindicatorsforeachcountry 77©2023TheUniversityofQueenslandABN:6394©2023KPMG,anAustralianpartnershipandamelimitedbyguarantee.Allrightsreserved.TheKPMLiabilitylimitedbyaschemeapproved©2023TheUniversityofQueenslandABN:6394©2023KPMG,anAustralianpartnershipandamelimitedbyguarantee.Allrightsreserved.TheKPMLiabilitylimitedbyaschemeapprovedmberfirmoftheKPMGglobalorganisationofindependentmemberfirmsaffiliatedwithKPMGInternationalLimited,aprivateEnglishcompanyGnameandlogoaretrademarksusedunderlicensebytheindependentmemberfirmsoftheKPMGglobalorganisation.underProfessionalStandardsLegislation.2222ExecutivesummaryArtificialIntelligence(AI)hasbecomeaubiquitouspartofeverydaylifeandwork.Alisenablingrapidinnovationthatistransformingthewayworkisdoneandhowservicesaredelivered.Forexample,generativeAItoolssuchasChatGPTarehavingaprofoundimpact.Giventhemanypotentialandrealisedbenefitsforpeople,organisationsandsociety,investmentinAIcontinuestogrowacrossallsectors1,withorganisationsleveragingAIcapabilitiestoimprovepredictions,optimiseproductsandservices,augmentinnovation,enhanceproductivityandefficiency,andlowercosts,amongstotherbeneficialapplications.However,theuseofAIalsoposesrisksandchallenges,raisingconcernsaboutwhetherAlsystems(inclusiveofdata,algorithmsandapplications)areworthyoftrust.TheseconcernshavebeenfuelledbyhighprofilecasesofAIusethatwerebiased,discriminatory,manipulative,unlawful,orviolatedhumanrights.RealisingthebenefitsAIoffersandthereturnoninvestmentinthesetechnologiesrequiresmaintainingthepublic'strust:peopleneedtobeconfidentAlisbeingdevelopedandusedinaresponsibleandtrustworthymanner.SustainedacceptanceandadoptionofAIinsocietyarefoundedonthistrust.Thisresearchisthefirsttotakeadeepdiveexaminationintothepublic'strustandattitudestowardstheuseofAI,andexpectationsofthemanagementandgovernanceofAIacrosstheglobe.Wesurveyedover17,000peoplefrom17countriescoveringallglobalregions:Australia,Brazil,Canada,China,Estonia,Finland,France,Germany,India,Israel,Japan,theNetherlands,Singapore,SouthAfrica,SouthKorea,theUnitedKingdom(UK),andtheUnitedStatesofAmerica(USA).ThesecountriesareleadersinAlactivityandreadinesswithintheirregion.Eachcountrysampleisnationallyrepresentativeofthepopulationbasedonage,gender,andregionaldistribution.WeaskedsurveyrespondentsabouttrustandattitudestowardsAIsystemsingeneral,aswellasAIuseinthecontextoffourapplicationdomainswhereAIisrapidlybeingdeployedandlikelytoimpactmanypeople:inhealthcare,publicsafetyandsecurity,humanresourcesandconsumerrecommenderapplications.Theresearchprovidescomprehensive,timely,globalinsightsintothepublic'strustandacceptanceofAIsystems,includingwhoistrustedtodevelop,useandgovernAI,theperceivedbenefitsandrisksofAIuse,communityexpectationsofthedevelopment,regulationandgovernanceofAI,andhoworganisationscansupporttrustintheirAIuse.ItalsoshedslightonhowpeoplefeelabouttheuseofAIatwork,currentunderstandingandawarenessofAI,andthekeydriversoftrustinAIsystems.WealsoexplorechangesintrustandattitudestoAIovertime.Next,wesummarisethekeyfindings.TRUSTINARTIFICIALINTELLIGENCE TRUSTINARTIFICIALINTELLIGENCE #Appendix2：CountrysamplesInthissection,wedescribethedemographicprofileofeachcountrysample.Thedemographicprofileofeachcountrysamplewasnationallyrepresentativeonage,genderandregionallocation,withina5%marginoferror,basedonofficialnationalstatisticswithineachcountry.Acrosscountries,thegenderbalancewas51%women,49%menand1%othergendersforallcountries,withEstoniahavingthehighestrepresentationofwomen(53%)andIndiathelowest(47%).Themeanageacrosscountrieswas44yearsandrangedfromameanof36years(India)to51years(Japan).Inthreecountries(India,IsraelandEstonia),thesampleofrespondentswasslightlyyoungerthantherespectivepopulationaverageduetounder-representationinthe55+agebracketinthesecountries:Estonia(55+expected:34%,achieved:14%),India(55+expected:18%,achieved:10%)andIsrael(55+expected:31%,achieved:8%).Countrysamplesvariedoneducation.Samplesfromemergingeconomies(Brazil,India,China,andSouthAfrica)representedconsiderablymoreuniversityeducatedpeoplethantheirrespectivegeneralpopulations(usingOECD2021educationdataasacomparison45).AhigherrepresentationofeducatedpeopleiscommoninsurveyresearchfromtheBICScountries.Forinstance,Edelman(2022)andIpsos(2022)bothnotethatonlinesamplesinBrazil,India,ChinaandSouthAfricaaremoreeducated,affluent,andurbanthanthegeneralpopulation.46However,ouranalysesshowthatthemorepositiveresponsesreportedbypeopleinBICScountriesisnotduetothehighereducationlevelofthesesamples.WeexamineddifferencesbetweenBICSandnon-BICScountriesonkeyindicatorswhencontrollingfortheeffectsofeducationandage,usinganalysisofcovariance(ANCOVA)tests.Wefoundsignificantdifferencesbetweencountrygroupingsonallkeyindicators,evenwhencontrollingforeducationandage,withhigherlevelsoftrustandmorepositiveattitudesforpeopleinBICScountries.Furthermore,peoplewithoutauniversityeducationintheBICScountriesdemonstratehighermeanvaluesonkeyconstructsthanthosewithoutauniversityeducationinnon-BICScountries.Forexample,peoplewithoutauniversityeducationinBICScountrieshavemoretrustinAI(M=4.8vs3.8)andperceivemorebenefitsofAI(M=3.8vs3.2),thanthosewithoutauniversityeducationinallothercountries.TherearealsonoeducationaldifferencesintrustinAIforChinaorSouthAfricaTableA1：Thedemographicprofileforeachcountrysample%GenderAge(yrs)%Generation%EducationCountryWMOMeanZMXBBvSSSSQuUGPGAustralia514814714302333426283111Brazil524714019373113427173814Canada51481481228253552431319China4852043163725221715707Estonia534613823412412829242415Finland5148145143029271124292214France5049146132830291023242617Germany51490461130312851459139India475303626432561644049Israel475213820442610125253415Japan5050051920333822917475Netherlands5049146143028281028262313Singapore514904413323421112314412SouthAfrica51481391943231513126357SouthKorea52480451225412211936512UK504914613332628227293012USA514814515282631730262413Notes:Gender:W=women,M=men,O=Non-binaryorothergenderidentity;Generation:Z=GenerationZ,M=Millennials,X=GenerationX,BB=BabyBoomersandoldergenerations;Education:vSS=Lowersecondaryschoolorless,SS=Uppersecondaryschool,Qual=Vocationalortradequalification;UG=Undergraduatedegree;PG=Postgraduatedegree

Appendix3：KeyindicatorsforeachcountryInthissection,wereportthekeyindicatorsforeachcountry.CountryTrustTwthyAcceptBenefitsRisksBenefit-RiskCurrentSafeguardsSubjectiveKnowledgeAustralia3.9/74.5/72.7/53.0/53.3/54.1/73.8/72.4/5Brazil4.52.5Canada3.02.4China5.43.5Estonia4.02.2Finland3.72.7France3.72.2Germany4.03.0India4.03.4Israel4.02.7Japan3.32.1Netherlands3.82.1Singapore4.35.0SouthAfrica4.32.6SouthKorea4.03.1UK4.02.2USA4.02.5Notes:Trust=TrustinAIsystems,Twthy=PerceivedtrustworthinessofAIsystems,Accept=AcceptanceofAIsystems,Benefits=PerceivedbenefitsofAIsystems,Risks=PerceivedrisksofAIsystems,Benefit-Risk=PerceptionthatbenefitsofAIsystemsoutweightherisks,CurrentSafeguards=PerceivedadequacyofcurrentlawsandregulationsgoverningAI,SubjectiveKnowledge=Self-reportedknowledgeofAI.EndnotesMcKinsey(2022).ThestateofAlin2022一andahalfdecadeinreview.BRICSistheacronymusedtodescribethefivemajoremergingeconomiesofBrazil,Russia,India,China,andSouthAfrica(seehttps:〃/wiki/BRICS).WedidnotincludeRussiainoursamplingduetothecurrentinvasioninUkraine,andthereforeusetheacronymBICSinthisreport.EuropeanCommission(2019).EthicalguidelinesfortrustworthyAlEurobarometer.(2017).Attitudestowardstheimpactofdigitisationandautomationondailylife(Reportno.460).Selwyn,N.,GalloCordoba,B.,Andrejevic,M,&Campbell,L.(2020)AlforSocialGood?AustralianpublicattitudestowardAlandsociety.Zhang,B.,&Dafoe,A.(2019).Artificialintelligence:Americanattitudesandtrends.Eurobarometer(2019).EuropeansandArtificialIntelligence.TheEuropeanConsumerOrganization(2020).ArtificialIntelligence:whatconsumerssa虻FindingsandpolicyrecommendationsofamulticountrysurveyonAl.SeetheGovernmentAIReadinessIndex2022.SeealsotheResponsibleAISub-IndexoftheGovernmentAIReadinessIndex2020.Forafulldescriptionofthe2020TrustinAIsurvey,seeGillespie,N.,Lockey,S.,&Curtis,C.(2021).TrustinArtificiallntelligence:AFiveCountryStudy.OurfindingthattrustinfluencesAIacceptancesupportspriorresearch.Forexample,seethefollowingstudies:Choung,H.,David,P,&Ross,A.(2022).TrustinAlanditsroleintheacceptanceofAltechnologies.lnternationalJournalofHuman-Computerlnteraction,1-13.Fan,W.,Liu,J.,Zhu,S.,&Pardalos,PM.(2020).lnvestigatingtheimpactingfactorsforthehealthcareprofessionalstoadoptartificialintelligence-basedmedicaldiagnosissupportsystem.AnnalsofOperationsResearch,294(1),567-592.Gillespie,N.,Lockey,S.,&Curtis,C.(2021).Trustinartificialintelligence:Afivecountrystudy.TheUniversityofQueenslandandKPMGAustralia.Zhang,S.,Meng,Z.,Chen,B.,Y^ng,X.,&Zhao,X.(2021).Motivation,socialemotion,andtheacceptanceofartificialintelligencevirtualassistants:Tust-basedmediatingeffects.FrontiersinPsychology,(12)3441.Gillespie,N.,Curtis,C.,Bianchi,R.,Akbari,A.,&FentenervanVlissingen,R.(2020).AchievingTrustworthyAl:AModelforTrustworthyArtificiallntelligence.KPMGandTheUniversityofQueenslandReport.Tabassi,E.(2023),ArtificiallntelligenceRiskManagementFramework(AlRMF1.0),NISTTrustworthyandResponsibleAI,NationalInstituteofStandardsandTechnology,Gaithersburg,MD,[online].OECDAlPolicyObservatoryToolsforlmplementingTrustworthyAlMorningConsult(2022)WhileTechFawnsOverAl,ConsumersNeedMoreConvincingLoureiro,S.M.C.,Guerreiro,J.,&Tussyadiah,I.(2021).Artificialintelligenceinbusiness:Stateoftheartandfutureresearchagenda.JournalofBusinessResearch,129,911-926.OECD(2019)ArtificiallntelligenceinSociety.Multipleinternationalandpangovernmentalorganisations,includingtheOECD,TheEuropeanCommission,andtheG7InnovationMinisters,notetheimportanceoftrustinAIanddeveloping‘trustworthy'AIsystems,tosupportcontinualAIadoption.ThisisalsorecognisedintheAIroadmapsandstrategicplansofthefivecountriesexaminedinthisreport(seeforexample:theUKAlRoadmapandtheUSNationalArtificiallntelligenceResearchandStrategicDevelopmentPlan)PriorpublicattitudesurveyshaveexaminedgeneralacceptanceandsupportofAI.Forexample,see:TheEuropeanConsumerOrganization(2020).Artificiallntelligence:whatconsumerssay.Findingsandpolicyrecommendationsofamulti-countrysurveyonAl._Eurobarometer(2019).EuropeansandArtificiallntelligence.Ipsos(2022)GlobalOpinionsandExpectationsaboutArtificiallntelligence.MorningConsult(2022)WhileTechFawnsOverAl,ConsumersNeedMoreConvincing.PewResearchCentre.(2020).ScienceandScientistsHeldinHighEsteemAcrossGlobalPublics:YetthereisambivalenceinmanypublicsoverdevelopmentsinAl,workplaceautomation,foodscience.Zhang,B.,&Dafoe,A.(2019).Artificialintelligence:Americanattitudesandtrends.DatawascollectedfromresearchpanelssourcedbyQualtrics,agloballeaderinsurveypanelprovision.Theglobalregionsof1)EastAsia,2)EasternEurope,3)LatinAmericaandtheCaribbean,4)MiddleEastandNorthAfrica,5)NorthAmerica,6)Pacific,7)SouthandCentralAsia,8)Sub-SaharanAfrica,and9)WesternEurope.Wefocusedprimarilyonthe2021GovernmentAlReadinesslndex.Thisindexranksandprovidesatotalscorefor160countriesonAIreadinessacrossthreepillars:Government(e.g.,existenceofanationalAIstrategy,cyber-security),Technology(e.g.numberofAIunicorns,R&Dspending),andDataandInfrastructure(e.g.telecommunicationsinfrastructure,householdswithinternetaccess).Wesupplementedthiswithdatafromthe2021StanfordAllndex,whichexaminescountry-levelprivateinvestmentinAIandaccelerationinAIactivityovertimetoenableidentificationofcountriesthatarerapidlyemerginginAIinregionsthathistoricallylackedAIcapacityandinvestment(e.g.SouthAfrica,Brazil,andIndia).Thecountriesselectedmaintainedtheirrankingatornearthetopfortheirregiononthe2022GovernmentAIReadinessIndex.\o"CurrentDocument"17TheResponsibleAIIndexrankscountriesaccordingtothereadinessoftheirgovernmentstouseAIinaresponsiblewayaccordingtofourpillarsthatcorrespondwiththeOECDPrinciplesonAI:Inclusivity,Accountability,TransparencyandPrivacy.Itisasub-indexoftheGovernmentAlReadinesslndexproducedbyOxfordInsights.OccupationalgroupingssourcedfromOECDInternationalStandardClassificationsofOccupationsSeeforexampleGillespie,N.,Lockey,S.,&Curtis,C.(2021).TustinArtificiallntelligence:AFiveCountryStudy.Thisdefinitionalignswithdominantinterdisciplinarydefinitionsoftrust(e.g.Mayeretal.,1995:Rousseauetal.,1998),includingtrustintechnologicalsystems(seeMcKnightetal.,2002,2011).The2021StanfordAllndexreportsaccelerateduseofAIinthemajoremergingeconomies,aswellastheincreasingeconomicimportanceofAIinthesecountries.OurpatternoffindingsalignswithtwopriorsurveysreportingmorepositivesentimentstowardsAIinemergingeconomies(seelpsos,2022:PewResearchCenter,2020).TodetermineifpeopleexperienceambivalentemotionstowardsAI,wecategorizedpositive(e.g.optimistic,excited,andrelaxed)andnegative(e.g.fearful,worried,andoutraged)emotionsintohigh(ratingsof,moderately'andabove,i.e.3-5onthefivepointscale)andlow(ratingsof,slightly'andbelow,i.e.1-2onthefivepointscale).Participantsexperiencingoneormoreofthepositiveemotions,moderately'orabove,wereclassifiedhighforpositiveemotions,andsimilarlyfornegativeemotions.Endnotes27%ofrespondentsoptedtoanswerthisopen-endedquestion.StanfordUniversity(2021).ArtificialIntelligenceIndexReport2021.Weaskedrespondentstoratetheirconfidenceintwelveentities.Givensimilaritiesinthedataacrosssomeoftheseentities,forsimplicityweamalgamatedresponsestothefollowingsixentitiesintothreeentities:'Thefederalgovernment'and'Mystate/provincegovernment'toform'Federal/State/ProvincialGovernment';'Independentregulatorybodiesfundedbythegovernment'with'Existingagenciesthatregulateandgovernspecificsectors'toform'Existingregulatoryagencies';'Intergovernmentalresearchorganisations(e.g.CERN)'with'Non-governmentscientificorganisations(e.g.AAAI)'toform'Intergovernmentalandnon-governmentalresearchorganisations'.Eurobarometer.(2017).Attitudestowardstheimpactofdigitisationandautomationondailylife(Reportno.460).Selwyn,N.,GalloCordoba,B.,Andrejevic,M,&Campbell,L.(2020)AIforSocialGood?AustralianpublicattitudestowardAIandsociety.Zhang,B.,&Dafoe,A.(2019).Artificialintelligence:Americanattitudesandtrends.\o"CurrentDocument"27Eurobarometer(2019).HYPERLINK"