A look ahead at the fast-paced evolution of technology, regulation and business The risk and regulatory environment AI systems need to be “raised” with a diverse Figure 2: Key risk and regulatory questions for generative AI and inclusive set of inputs so that they reflect Companies will have thousands of ways to the broader business and societal norms of apply generative AI and foundation models responsibility, fairness and transparency. When Intellectual property: How will the business protect its own to maximize efficiency and drive competitive AI is designed and put into practice within an IP? And how will it prevent the inadvertent breach of third-party advantage. Understandably, they’ll want to get ethical framework, it accelerates the potential copyright in using pre-trained foundation models? started as soon as possible. But an enterprise- for responsible collaborative intelligence, wide strategy needs to account for all the where human ingenuity converges with Data privacy and security: How will upcoming laws like variants of AI and associated technologies they intelligent technology. the EU AI Act be incorporated in the way data is handled, intend to use, not only generative AI and large processed, protected, secured and used? language models. This creates a foundation for trust with consumers, the workforce, and society, and ChatGPT raises important questions about the can boost business performance and unlock Discrimination: Is the company using or creating tools responsible use of AI. The speed of technology new sources of growth. that need to factor in anti-discrimination or anti-bias evolution and adoption requires companies considerations? to pay close attention to any legal, ethical and reputational risks they may be incurring. Product liability: What health and safety mechanisms need It’s critical that generative AI technologies, to be put in place before a generative AI-based product is including ChatGPT, are responsible and taken to market? compliant by design, and that models and applications do not create unacceptable risk Trust: What level of transparency should be provided to for the business. Accenture was a pioneer in consumers and employees? How can the business ensure the the responsible use of technology including accuracy of generative AI outputs and maintain user confidence? the responsible use of AI in its Code of Business Ethics from 2017. Responsible AI is the practice of designing, building and deploying Identity: When establishing proof-of-personhood depends on voice AI in accordance with clear principles to or facial recognition, how will verification methods be enhanced and empower businesses, respect people, and improved? What will be the consequences of its misuse? benefit society — allowing companies to engender trust in AI and to scale AI with confidence. A new era of generative AI for everyone | 10