Rising Privacy Awareness Boosts AI Trust: Cisco 2024 Survey

Cisco’s 2024 Consumer Privacy Survey highlights rising awareness of privacy rights and its critical role in building trust, especially in emerging technologies like Artificial Intelligence (AI). The annual global review of consumer perceptions and behaviors reveals that 53% of respondents are now aware of their national privacy laws, marking a 17-point increase since 2019. Informed consumers are more confident in data protection, with 81% believing their data is secure compared to 44% of those unaware of privacy laws.

The survey shows that 63% of consumers recognize AI’s potential to improve their lives. Generative AI (GenAI) usage has nearly doubled, with 23% now using it regularly, up from 12% last year. Despite this growth, 44% of consumers remain unaware of GenAI. Users appreciate its value in content creation but express concerns about safety, misuse, and societal risks. Alarmingly, 30% of GenAI users input personal or confidential data, such as financial and health information, into these tools, even though 84% worry about this data becoming public. Additionally, 78% of consumers believe businesses are responsible for ensuring the ethical use of AI, emphasizing the importance of Responsible AI practices in fostering trust.

Data privacy has become a key factor in purchasing decisions, with over 75% of consumers stating they would not buy from companies they do not trust to protect their data. Younger consumers are leading privacy efforts, with 49% of those aged 25-34 switching companies over data policies, compared to just 18% of those aged 75 and older. Awareness of privacy rights is also higher among younger consumers, with 64% of those aged 25-34 familiar with their rights, compared to 33% of seniors aged 65 and older.

Consumers are actively using security tools to safeguard their data. In the past year, 67% reviewed or updated privacy settings, 68% adopted multi-factor authentication, and 61% used password managers to secure their information.

Support for strong privacy protections remains high, with 70% of consumers viewing privacy laws as beneficial and just 5% perceiving a negative impact. A significant majority (77%) favor consistent global regulations to ensure baseline privacy protections across countries.

Cisco’s 2024 Consumer Privacy Survey reflects a growing awareness of privacy rights and highlights the need for businesses to prioritize ethical practices, particularly in the era of AI and emerging technologies. Increasing consumer trust depends on Responsible AI, robust data safeguards, and transparent privacy policies.