{"id":3052,"date":"2023-12-01T16:59:08","date_gmt":"2023-12-01T16:59:08","guid":{"rendered":"https:\/\/rethinkq.adp.com\/?p=3052"},"modified":"2024-09-03T10:21:27","modified_gmt":"2024-09-03T09:21:27","slug":"generative-ai-and-trust","status":"publish","type":"post","link":"https:\/\/rethinkq.adp.com\/generative-ai-and-trust\/","title":{"rendered":"AI and trust"},"content":{"rendered":"\n<header class=\"entry-header bg-adp-tan block--article-header alignfull block--article-header\" >\n\n  \n\n<figure class=\"wp-block-image size-full entry--image\"><img decoding=\"async\" width=\"1920\" height=\"1281\" src=\"https:\/\/rethinkq.adp.com\/wp-content\/uploads\/2023\/12\/iStock-926200960-1.jpg\" alt=\"\" class=\"wp-image-3165\" srcset=\"https:\/\/rethinkq.adp.com\/wp-content\/uploads\/2023\/12\/iStock-926200960-1.jpg 1920w, https:\/\/rethinkq.adp.com\/wp-content\/uploads\/2023\/12\/iStock-926200960-1-300x200.jpg 300w, https:\/\/rethinkq.adp.com\/wp-content\/uploads\/2023\/12\/iStock-926200960-1-1024x683.jpg 1024w, https:\/\/rethinkq.adp.com\/wp-content\/uploads\/2023\/12\/iStock-926200960-1-768x512.jpg 768w, https:\/\/rethinkq.adp.com\/wp-content\/uploads\/2023\/12\/iStock-926200960-1-50x33.jpg 50w, https:\/\/rethinkq.adp.com\/wp-content\/uploads\/2023\/12\/iStock-926200960-1-1600x1068.jpg 1600w, https:\/\/rethinkq.adp.com\/wp-content\/uploads\/2023\/12\/iStock-926200960-1-1536x1025.jpg 1536w, https:\/\/rethinkq.adp.com\/wp-content\/uploads\/2023\/12\/iStock-926200960-1-375x250.jpg 375w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/><\/figure>\n\n\n\n<div class=\"wp-block-group entry--title-wrapper\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\"><div class=\"entry--social-share\">\n  <ul>\n    <li><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/rethinkq.adp.com\/generative-ai-and-trust\/&#038;t=AI and trust\" target=\"_blank\"><img decoding=\"async\" src=\"https:\/\/rethinkq.adp.com\/wp-content\/themes\/rethink-quarterly\/img\/facebook.svg\" alt=\"Facebook logo - click to share this article on Facebook\"><\/a><\/li>\n    <li><a href=\"http:\/\/twitter.com\/share?text=AI and trust&#038;url=https:\/\/rethinkq.adp.com\/generative-ai-and-trust\/\" target=\"_blank\"><img decoding=\"async\" src=\"https:\/\/rethinkq.adp.com\/wp-content\/themes\/rethink-quarterly\/img\/twitter.svg\" alt=\"Twitter logo - click to share this article on Twitter\"><\/a><\/li>\n    <li><a href=\"https:\/\/www.linkedin.com\/sharing\/share-offsite\/?url=https%3A%2F%2Frethinkq.adp.com%2Fgenerative-ai-and-trust%2F\" target=\"_blank\"><img decoding=\"async\" src=\"https:\/\/rethinkq.adp.com\/wp-content\/themes\/rethink-quarterly\/img\/linkedin.svg\" alt=\"LinkedIn logo - click to share this article on Facebook\"><\/a><\/li>\n  <\/ul>\n<\/div>\n\n            <a class=\"entry--tag tag-style\" href=\"https:\/\/rethinkq.adp.com\/time-for-universal-basic-income\/\">Features<\/a>\n\n        \n  <h1 class=\"entry-title\">AI and trust<\/h1>\n\n\n<p class=\"is-style-summary-style\">As generative artificial intelligence enters the workplace, companies need to consider the risks and the benefits.<\/p>\n<\/div><\/div>\n\n\n  <div class=\"entry--meta content-width\">\n           <p class=\"authors\">By\n                        <a href=\"https:\/\/rethinkq.adp.com\/author\/luisa-rollenhagen\/\">Luisa Rollenhagen<\/a>\n\n             \n         \n     <\/p>\n    \n  \n  <p>1 December 2023  <span class=\"desktop-only\">\u2014<\/span> <a href=\"https:\/\/rethinkq.adp.com\/issue-10-trust\/\">Issue 10: Trust<\/a> \n  <\/div><!-- .entry-meta -->\n\n<\/header><!-- .entry-header -->\n\t<div class=\"entry-content content-width\">\n\n\n\n<p>The number of businesses using generative AI has exploded: A <a href=\"https:\/\/kpmg.com\/xx\/en\/home\/insights\/2023\/09\/kpmg-global-ceo-outlook-survey.html#disruptivetechnology\" target=\"_blank\" rel=\"noreferrer noopener\">KPMG survey<\/a> of global CEOs from this year found that 70% are now investing heavily in generative AI and integrating these technologies into both daily and long-term operations. <\/p>\n\n\n\n<p>It\u2019s no wonder that these technologies are increasingly coveted in the world of work. Automation in the form of chatbots or predictive text input can save time and resources by freeing up payroll practitioners who would otherwise be busy with paperwork and customer service issues, minimize human error, and allow payroll teams to focus on long-term projects and goals.&nbsp;<\/p>\n\n\n\n<p>An ADP survey on the <a href=\"https:\/\/uk.adp.com\/resources\/adp-articles-and-insights\/articles\/g\/global-payroll-survey.aspx#survey\" target=\"_blank\" rel=\"noreferrer noopener\">Potential of Payroll in 2024<\/a> found that organizations are looking to increase their payroll team\u2019s technical capacities, with a focus on spending more time on business process improvement (56% of respondents), strategic planning (55%), and integrating emerging technologies into the workflow (56%). <\/p>\n\n\n\n<p>However, there are some valid concerns about integrating AI into our lives. At its core, technology reflects the humans who\u2019ve created it, and this includes all of our biases. That\u2019s why it\u2019s so important for businesses to consider the ways AI can go awry, and implement clear policies to ensure that employees don\u2019t lose trust in new technology.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Potential biases in AI<\/h2>\n\n\n\n<p>AI doesn\u2019t simply exist in a vacuum; it derives information and context from pre-existing data sources that we humans have created. Companies considering using AI tools in their HR need to be aware of existing biases and inequalities, and take active steps to ensure new technology does not perpetuate them. <\/p>\n\n\n\n<p>Oyidiya Oji, a policy and advocacy advisor for digital rights at the <a href=\"https:\/\/www.enar-eu.org\/\" target=\"_blank\" rel=\"noreferrer noopener\">European Network Against Racism<\/a> (ENAR), says relying too much on AI tools for hiring purposes could lead to unintended discrimination.&nbsp;<\/p>\n\n\n\n<p>\u201cIf we\u2019re using AI in the hiring process, for example, we use existing data from the workforce that we currently have, and that is most likely going to be people of a certain age, a certain background, and most likely white and male,\u201d Oji says. &nbsp;<\/p>\n\n\n\n<p>\u201cIf we only continue to use data from past recruitment, which most likely is composed of people of one type of background \u2014 white, male, etc. \u2014 then we will be recruiting these kinds of people again, because that is how we are training these models,\u201d she says. These scanners could potentially filter out candidates based on their addresses, their surnames, or even the way they\u2019ve structured their resumes.&nbsp;<\/p>\n\n\n\n<p>This pattern can also affect the reach that job postings have, Oji notes. \u201cThese job platforms often categorize ads and send them to users depending on how likely they were to apply for such a position,\u201d she says. This kind of categorization can become highly biased since there are high discrepancies between who\u2019s more likely to apply for more senior roles, including factors like race and gender. <\/p>\n\n\n\n<p><a href=\"https:\/\/www.adp.com\/about-adp\/artificial-intelligence.aspx\">ADP&#8217;s use of AI<\/a> in recruiting is carefully considered. &#8220;ADP has a set of AI ethics that acts as our north star,&#8221; says Helena Almeida, VP Managing Counsel at ADP and member of the company&#8217;s AI &amp; Data Ethics Council. &#8220;We understand that the impact of AI on individuals and communities is something we need to be particularly sensitive to.&#8221; <\/p>\n\n\n\n<p>Considering how to reduce existing bias and mitigate introduction of bias in recruiting tools takes place at every stage from ideation to implementation, with ongoing bias testing of all products.&nbsp;<\/p>\n\n\n\n<p>ADP\u2019s Candidate Relevancy (also known as Profile Relevancy) tool uses machine learning to create a relevance score for job applicants on its recruiting platforms. The tool does not use or consider personal identifiers such as gender, age, race, ethnicity, address or any other protected demographic information. And it&#8217;s meant to be an assist for hiring managers \u2014&nbsp;not a replacement. &#8220;Hiring managers still need to be reading resumes and interviewing candidates,&#8221; Almeida says.<\/p>\n\n\n\n<p>Tim Dasey is a U.S.-based AI ethics consultant and the author of the book \u201cWisdom Factories.\u201d He sees a danger in the blurring of the lines between professional and personal data when it comes to using AI to create user-specific tools and profiles.&nbsp;<\/p>\n\n\n\n<p>\u201cSome part of AI in the workplace is going to involve personal assistance, and they\u2019re going to be very personalized,\u201d he says. \u201cSo if, for example, I have ADHD and my brain tends to wander off track sometimes, and I have a dictation tool that alerts me when I\u2019m getting off-topic, it could be very useful to me. But you\u2019re getting this highly individualized, almost psychological profile of a person that\u2019s now also being used in a workspace.&#8221; If other team members have access to this kind of personal information, it could lead to discrimination.<\/p>\n\n\n\n<p>Another potential issue for Dasey is how AI, especially facial recognition software and voice-activated functions, can increase the issue of surveillance in the workplace. \u201cThere is the potential threat of companies taking our conversations via web conferences, for example, and analyzing them with AI to assess the morale in the company,\u201d he says, either by scanning for keywords and phrases or analyzing employees\u2019 body language.&nbsp;<\/p>\n\n\n\n<p>This scenario isn\u2019t that far-fetched: Increasingly sophisticated productivity tracking tools are allowing employers to collect more detailed data on an employee\u2019s mood. <a href=\"https:\/\/www.gartner.com\/en\/articles\/the-right-way-to-monitor-your-employee-productivity\" target=\"_blank\" rel=\"noreferrer noopener\">Gartner<\/a> found in 2022 that the number of large employers using tools to track worker productivity has doubled since the beginning of the pandemic to 60%. Employees whose work methods don\u2019t conform to the productivity trackers\u2019 criteria could be at a disadvantage in their performance reviews and chances for promotions, or even lose their jobs.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Building trust<\/h2>\n\n\n\n<p>So how can companies not only ensure that their AI tools don\u2019t inadvertently reproduce biases but also build trust among the workforce so that these technologies enhance the employee experience? One of the main pillars of trust is transparency.&nbsp;<\/p>\n\n\n\n<p>An <a href=\"https:\/\/www.enar-eu.org\/wp-content\/uploads\/2020_equal_work_algoritmic_discrimination_1_.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">ENAR report<\/a> on AI in the workplace emphasized that part of this transparency includes informing employees and potential recruits when they\u2019re interacting with an AI-powered system, as well as clearly asking for consent and implementing an \u201copt-out\u201d path.&nbsp;<\/p>\n\n\n\n<p>\u201cOne should get consent for recording interactions to feed generative AI,\u201d says Giselle Mota, Chief of Product Inclusion at ADP. Additionally, AI must not operate unilaterally without human oversight. This also means training HR and payroll professionals to better utilize AI, including algorithmic selection tools, so that diverse candidates who don\u2019t match the current workforce\u2019s makeup aren\u2019t filtered out.&nbsp;<\/p>\n\n\n\n<p>\u201cIt\u2019s very important to center the human aspect of human resources, because in the end we\u2019re talking about the lives of people,\u201d Oji says. \u201cIt\u2019s a company\u2019s duty to understand how AI works and how it can lead to discriminatory practices.\u201d She also emphasizes that this responsibility cannot lie with just one person or even one team. \u201cThere need to be allies inside the company ready to make changes, and who are involved in the decision-making process.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p>&#8220;Trust needs to be a factor in how AI is designed and used.&#8221;<\/p><cite>Giselle Mota, Chief of Product InclusioN, ADP<\/cite><\/blockquote><\/figure>\n\n\n\n<p>Dasey explains that \u201cthe only way to really know whether you&#8217;re setting yourself up for improvement or not [when it comes to AI] is to have an individual person or a small team that&#8217;s responsible for testing these AI products in realistic workflows and with realistic data, all while reviewing them closely.\u201d<\/p>\n\n\n\n<p>An HR department that\u2019s aware of biases that can slip into AI tools and can override them will be more capable of acting in an employee\u2019s best interest, thereby solidifying trust in a company\u2019s HR professionals as well as in the AI tools being used. \u201cTrust needs to be a factor in how AI is designed and used. Employees want to be treated fairly,\u201d Mota says. \u201cThat\u2019s not new, but as data automation begins making life easier for HR, you have to make it human. People don\u2019t want to be thought of as just a cog in the machine.\u201d<\/p>\n\n\n\n<p>Since AI grows and evolves by being fed data, it\u2019s also imperative that employees understand exactly how their personal data is being used and for what purposes. <\/p>\n\n\n\n<p>\u201cAs we build, we need to make sure we protect people\u2019s privacy and data,\u201d Mota adds. At ADP, she works together with the company\u2019s AI ethics board and data governance team to ensure the protection of sensitive data while also ensuring that generative AI tools like their chatbot feature are working with inclusive language. \u201cWe\u2019re still rolling things out, but we\u2019re holding each other accountable,\u201d she says.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Final takeaways<\/h2>\n\n\n\n<p>For many HR and payroll professionals, there is some fear of jobs being replaced by automation and generative AI. That\u2019s why it\u2019s also important for businesses to help their payroll and HR professionals understand how AI will be a positive addition that, instead of making them obsolete, will open up time and resources to focus on long-term projects and strategic innovations. Once payroll and HR professionals are working in sync with these technologies, they\u2019ll also be able to transmit their benefits to a company\u2019s employees.<\/p>\n\n\n\n<p>\u201cWe&#8217;re at the birth of a technology where it&#8217;s in a very raw form,\u201d Dasey says. \u201cSo what I usually tell companies is to get your policies in place about how you&#8217;re going to deal with these ethical questions.\u201d It\u2019s vital for teams developing AI business tools to partner with HR and payroll specialists to ensure best practices are being followed.<\/p>\n\n\n\n<p>AI may be an increasingly indispensable development in the world of work, but it will only achieve its intended benefits with human oversight and finesse.&nbsp;<\/p>\n\n\n<div class=\"block--author\">      <div class=\"block-author__inner\">\n        <div class=\"author--image\">\n                      <a href=\"https:\/\/rethinkq.adp.com\/author\/luisa-rollenhagen\/\"><img decoding=\"async\" src=\"https:\/\/rethinkq.adp.com\/wp-content\/uploads\/2021\/09\/profile_luisa-rollenhagen-298x305.jpeg\" alt=\"\" \/><\/a>\n                  <\/div>\n        <div class=\"author--info\">\n                      <a href=\"https:\/\/rethinkq.adp.com\/author\/luisa-rollenhagen\/\" class=\"author--name\">Luisa Rollenhagen<\/a>\n\n          \n          <p>Luisa Rollenhagen is an Argentinian-German freelance journalist based in Berlin. She\u2019s worked for publications including Deutsche Welle, GQ, The Guardian, and BuzzFeed.<\/p>\n          <div class=\"block--author-social\"><ul class=\"author--socials\"><li><a href=\"https:\/\/www.luisarollenhagen.com\/\" title=\"Author Website\" target=\"_blank\"><i class=\"fas fa-globe\"><\/i><\/a><\/li><\/ul><\/div>\n        <\/div>\n      <\/div>\n       <\/div>\n\n<div class=\"block--recommended-content alignwide is-style-bg-adp-tan\"><div class=\"block-recommended-content__inner\">\n\n<h2 class=\"wp-block-heading\">Read more<\/h2>\n\n\n<div class=\"block--article-pushpoint pushpoint__small\">      <div class=\"block-article-pushpoint__inner\">\n        <a href=\"https:\/\/rethinkq.adp.com\/singapore-asian-business-hub\/\">\n        <div class=\"pushpoint--image\">\n          <img decoding=\"async\" src=\"https:\/\/rethinkq.adp.com\/wp-content\/uploads\/2021\/10\/mike-enerio-tmqsL3BmZ80-unsplash-1084x576.jpg\" alt=\"\" \/>\n        <\/div>\n        <div class=\"pushpoint--info\">\n                    <span class=\"pushpoint--title\">Singapore, a thriving Asian business hub<\/span>\n          <p>The country is a draw for businesses, but its low earners have been thrust into the spotlight. <\/p>        <\/div>\n      <\/a><\/div> <\/div>\n\n<div class=\"block--article-pushpoint pushpoint__small\">      <div class=\"block-article-pushpoint__inner\">\n        <a href=\"https:\/\/rethinkq.adp.com\/rethinking-just-in-time-staffing\/\">\n        <div class=\"pushpoint--image\">\n          <img decoding=\"async\" src=\"https:\/\/rethinkq.adp.com\/wp-content\/uploads\/2023\/05\/istockphoto-511521036-1024x1024-1-1084x576.jpg\" alt=\"\" \/>\n        <\/div>\n        <div class=\"pushpoint--info\">\n                    <span class=\"pushpoint--title\">Rethinking just-in-time staffing\u00a0<\/span>\n          <p>Lean staffing helped many businesses survive the 2008 financial crisis. But has just-in-time staffing become too risky?\n<\/p>        <\/div>\n      <\/a><\/div> <\/div>\n\n<div class=\"block--article-pushpoint pushpoint__small\">      <div class=\"block-article-pushpoint__inner\">\n        <a href=\"https:\/\/rethinkq.adp.com\/digitizing-payroll-cashless-society\/\">\n        <div class=\"pushpoint--image\">\n          <img decoding=\"async\" src=\"https:\/\/rethinkq.adp.com\/wp-content\/uploads\/2021\/09\/Bank-of-America-1969-1084x576.jpeg\" alt=\"\" \/>\n        <\/div>\n        <div class=\"pushpoint--info\">\n                    <span class=\"pushpoint--title\">How digitizing payroll set the scene for a cashless society<\/span>\n          <p>When companies started embracing direct bank deposits for employees\u2019 wages 50 years ago, it laid the foundation for today&#8217;s digital cash. <\/p>        <\/div>\n      <\/a><\/div> <\/div>\n<\/div><\/div>\n\n\n<section class=\"wp-block-group alignfull section--sign-up has-background\" style=\"background-color:#7967ae\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"has-text-align-center is-style-default has-white-color has-text-color has-large-font-size\"><a href=\"\/sign-up\/\">Sign up<\/a> to keep up to date with ReThink Q.<\/p>\n<\/div><\/section>\n","protected":false},"excerpt":{"rendered":"<p>As generative artificial intelligence enters the workplace, companies need to consider the risks and the benefits.<\/p>\n","protected":false},"author":7,"featured_media":3165,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":true,"footnotes":""},"categories":[116,115],"tags":[376,428,247,44,405],"coauthors":[30],"class_list":["post-3052","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-features","category-thought-leadership","tag-artificial-intelligence","tag-generative-ai","tag-hr","tag-payroll","tag-trust","issue-issue-10-trust"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.5 - 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