Digital Economy

Ai in the company is used for data analysis, automation and customer service

An InfoCert-Unguess survey reveals how artificial intelligence is used and what are the main concerns related to its deployment.

20 December 2024

3' min read

Artificial Intelligence is now an indispensable technology for companies aiming to compete in an increasingly dynamic and digital market. From operational management to product innovation, via customer service and process automation, Ai can provide tools to improve efficiency and accelerate the development of new solutions. However, despite its potential, important questions related to data security, privacy and the impact on employment persist. A recent survey conducted by InfoCert, one of Europe's leading digital certification authorities, and Unguess, a crowdsourcing platform, sheds light on how companies are using Ai, what the perceived benefits are and where the biggest concerns still lie.

Epochal transformations take time

There is no doubt that artificial intelligence is transforming the way companies work. This is confirmed by the survey, which involved a panel of 700 respondents from decision makers and non-decision-making roles: the main areas of application for Ai are data analysis and reporting (78%), automation of repetitive tasks (74%) and customer support via chatbots and automated call centres (72%).

But the study also highlights other areas in which Ai has a place, such as target marketing with the personalisation of offers (43%), research and development (37%), and IT security (37%), although with a more limited spread in areas such as human resources and logistics. Another relevant and strategic area is decision support, indicated by 33% of respondents. Here, the use of artificial intelligence is crucial for analysing large amounts of data and providing valuable insights that guide companies' strategic decision-making processes, improving the ability to anticipate trends and optimise resources.

Workload: did Ai not relieve employees?

Despite the great promises of automation and productivity, more than half of the respondents claim that Ai has not changed their workload. Only 21 per cent of decision makers believe that Ai has reduced their tasks, compared to 17 per cent of those in non-decision-making roles. However, those who have noticed a change report that, in 90 per cent of cases, the impact of Ai has been positive for productivity.

Quality and reliability? Often inaccurate and mediocre answers

Another negative aspect that emerges from the research is the mistrust regarding the quality of the work carried out by the IA. Only 15 per cent of the judgments expressed are positive, while the majority of evaluations oscillate between mediocrity and negativity. The most frequent errors encountered by users include the lack of accuracy of answers, especially with free tools, incorrect or invented content, so-called hallucinations (e.g. non-existent scientific articles), bugs in the codes generated by the Ai or outdated programming, and difficulties of the Ai in understanding complex or specific requests.

A context in which competence and training are required to achieve satisfactory results, as Laura Villa, Marketing Lead at Unguess, points out. "This research highlights the need for a conscious approach. It is essential that companies exploit the potential of Ai, guaranteeing transparency, security and reliability, always putting people and their needs at the centre. In this context, it is crucial to invest in training, develop policies that mitigate negative impacts and promote an open debate on the social and ethical implications of this transformative technology that aims to redefine the world of work."

Privacy and security: widespread concerns

Privacy and data security issues are the concerns of business users, along with the reduction of human control, along with the fear of job erosion, which could be threatened by Ai. This is still a moderate level of alert, with an average rating of 3.4 out of 7, but it highlights the need to implement clear corporate policies and appropriate control tools to mitigate the risks. An approach also shared by Igor Marcolongo, Director Business Evolution at InfoCert: 'The road to full trust is still long. The integration of Ai into business operations looks promising, but concerns remain. It is crucial to accompany the introduction of Ai with clear regulations and employee training to ensure responsible use'. A need also reiterated by Laura Villa: 'Trust is the pillar on which an effective use of AI is built. Without a balance between innovation and data protection, companies risk seeing the digital transformation process slowed down'.