Make consumers safe from AI ‘abuse’

 Tomorrow is March 15, the World Consumer Rights Day which dates back to a similar date in 1962 when President John F. Kennedy of the United States of America addressed the US Congress and formally raised the issue of consumer rights.

This year, the World Consumer Rights Day will be celebrated under the theme ‘Fair and responsible AI for consumers’. The theme was aptly developed in recognition of the fact that digital transactions are gaining ground by the day and breakthroughs in generative Artificial Intelligence (AI) have become the in-thing.

By definition, AI works through a computer programme with the ability “to think and learn” on its own and work more or less like a human being. In other words, AI is kind of a simulation of human intelligence into machines to do things people would ordinarily do.

Expectedly, AI has both advantages and disadvantages, although the advantages tend to outweigh the bad side, especially in terms of achieving efficiency through automation that eases the workload for humans, data analysis and even interpretation of medical diagnosis. Essentially, AI reduces human error and is available around the clock (24/7).

How about the bad side? I will pick on the abuse that comes with digital technologies where digital ‘mercenaries’ tend to abuse or bully unsuspecting users. Cases abound of consumers who have been duped through digital transactions.

Perhaps it is from the perspective of abuse that Consumers International this year settled for the theme ‘Fair and responsible AI for consumers’.

To raise awareness on the theme and empower consumers, Consumers International has this week been carrying out ‘Generative AI dialogue and debate series’ that have brought together global consumer advocates with leaders in AI development, deployment and policy. Key questions being raised during the series include what measures are needed to protect consumers against deep fakes and misinformation? How do we ethically navigate the collection and use of consumer data? Who is responsible when a person is harmed by generative AI?

There could not have been a better time than now to discuss how AI is impacting on consumerism as the technological breakthrough is spreading like a bush fire.

By all means, consumers should be given the protection they deserve both online and offline. They should not be abused. Where they feel like their rights are being trampled upon, consumers should make it a habit to speak out and not suffer in silence.

Developments on the local scene point to consumers raising their voices through the Competition and Fair Trading Commission (CFTC) which has been cracking its whip on some service providers for giving consumers raw deals.

Deceptive marketing or conduct by some service providers has been one of the offences the CFTC has handled in recent years.

However, not all consumers are ready or can summon the courage to report errant or abusive service providers. This is where proper monitoring and inspection systems are critical to ensuring that everyone is accountable for their actions on the market.

In business, social and life relations, trust is important such that where one breaks it, the relationship changes forever. Service providers should, therefore, ensure that they offer trusted products and services.

Digital transactions are here to stay. They have eased consumers’ way of doing things, including banking, shopping and making bookings. But, at the same time, some have been duped in the process. This is where the duty-bearers need to tighten the screws to ensure that consumers are safe from abusers.

During his address that inspired the birth of World Consumer Rights Day, President Kennedy said: “Consumers include us all. They are the largest economic group, affecting and affected by almost every public and private economic decision. Yet they are the only important group… whose views are often not heard.”

Finally, on the local scene I take my hat off for the CFTC and Consumer Association of Malawi for working tirelessly to promote, protect and defend the rights of consumers. Surely, the consumers deserve better as they keep businesses going, yet they are also the most marginalised.

To the consumers, be vigilant and demand the best beyond the World Consumer Rights Day. Do not fall prey to digital or AI abuse, report suspicious transactions or promotions.