Published: 13 October 2022
中国零售商在采用人工智能（AI）应用时，并未明确告知消费者AI的使用的价值，例如如何造福社会，并且使用过程缺乏透明度，因此难以获得消费者对于AI使用的信任。负责零售业AI应用的中国数据和分析领导者，可通过利用AI造福社会、提高个人数据使用的透明度和管控力度等方式，提升消费者对AI的信任度。
消费者希望AI能够被用于提高社会福祉，这促使零售商更愿意使用AI来造福社会，而不仅仅是为企业带来收益。
零售商搭建的AI应用须避免滥用、误用或者以不符合道德伦理的方式使用数据，以及由此产生的各种风险和问题，否则不仅将失去消费者的信任，还可能面临政府部门的法律处罚。
消费者希望零售商能够以安全的方式充分提供AI应用的价值；在这方面，零售商如果行动迟缓，就可能失去消费者的信任，导致消费者不愿意继续分享数据，从而使其在数据获取方面落后于竞争对手。
为了与消费者建立信任，中国零售业的数据和分析领导者应：
推广利用AI技术来造福社会的应用，例如环境保护、社区互助或提升福祉的应用，使消费者对品牌建立信任。
为消费者提供负责任的AI应用，搭建适当的架构、流程和解决方案，以避免偏见，并在消费者提出要求时提供解释。
对隐私的保护不仅限于合规要求的范畴，还应重视落实每个消费者触点的价值主张，从而提升竞争优势。
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Analysts:
Mike Fang, Tracy Tsai, Sandy Shen, Roger Sheng, Arnold Gao, Ben Yan
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