Building trust and innovation: Adoption of responsible GenAI is a must

Jakarta, 26 September 2024 – Globally Generative AI (GenAI) is revolutionising the way we work, enabling new and innovative business models. To harness its full potential, businesses need to understand what GenAI can do and what it cannot, need to have the right GenAI implementation strategy, build new skills, and use it responsibly. This imperative was the focus of the event hosted by
PwC Indonesia, titled “Amplify Your Business with Generative AI.”

From the PwC Global’s Hopes and Fears Survey 2024, GenAI’s potential to increase efficiencies cuts across all industries and the survey shows that these top three industries; technology, media and communications (TMT), financial services, and industrial & services sectors, are more likely to expect
GenAI to boost their employee’s efficiency at work. This result is also reflected in other regions such as Asia Pacific, including Indonesia.

Joe Atkinson, PwC Global Chief AI Officer, said, “I believe the impact of generative AI will vary across different industries. While it will ultimately affect all industries and all of our clients, some sectors may see a more immediate impact. For example, we anticipate that software development, financial services, and any industry involving consumer relationships and customer care will
experience significant changes sooner. Part of our work involves helping our clients assess the potential impact and the speed at which these changes are coming, so they can respond with the appropriate tools, technology, and deployment strategies for generative AI. Ultimately, I believe that
no role in any organisation will remain unaffected by generative AI.”

Furthermore, referring to the PwC's 27th Annual Global CEO Survey, it is evident that CEOs recognise both the threat and opportunity presented by GenAI, with 70% saying they see generative AI impacting their business model in the next three years—a number that increases to 89% among those at organisations that have already implemented the technology. This suggests that seeing
GenAI in action clearly demonstrates its transformative potential, making early and thoughtful adoption crucial. Establishing robust human oversight from the beginning will be essential to navigate the complexities and risks involved in GenAI implementation, ensuring long-term success and customer trust.

Eddy Rintis, PwC Indonesia Territory Senior Partner, stated, “In the past 12 months, half of the Indonesian CEOs (53%) report that their organisations have not yet implemented GenAI. But, over the course of the upcoming year, about half of Indonesian CEOs expect GenAI to enhance their ability to build trust with stakeholders (57%) and to improve product or service quality (56%). Nearly seven out of ten respondents believe that within the next three years, GenAI will raise competitiveness (76%), drive changes to their business models (72%), and require new skills from their workforce (69%).”

In addition to that, Vishy Narayanan, PwC Asia Pacific Digital and AI Leader, added, "Asia Pacific, and specifically Indonesia, presents a remarkable opportunity for technological advancement. The rapid technology adoption seen in parts of Indonesia, including within our own firm, highlights the
potential not just for enhancing productivity and efficiency through generative AI, but also for creating new products, services, and business models. While many focus on AI's efficiency benefits, there is a competitive edge for markets like Indonesia to leapfrog by innovating with this technology. Southeast
Asian countries can build unique competitive differentiators by leveraging AI, enabling them to stand out globally. Given the swift adoption rates and large populations in these regions, the scale and benefits of AI can be profoundly impactful. I am optimistic that in the next 12 to 18 months, or perhaps
a couple of years, we will witness groundbreaking ideas emerging from Indonesia in the realm of AI and generative AI, setting them apart from the rest of the world."

However, GenAI also presents challenges that leaders must address to ensure its responsible use. One major concern is the risk of disinformation, as the technology does not always validate its sources, potentially leading to biased or inaccurate content. According to PwC Digital Trust Insights 2024: Asia Pacific, the risk of cyber-attacks continues to be a concern for the Asia Pacific users (60%)
within the next year. Additionally, 17% consider disinformation a top-three cyber threat. This indicates that these issues clearly require attention and highlight the necessity of implementing robust oversight and ethical guidelines to navigate the complexities and risks associated with GenAI.

As organisations anticipate these transformative impacts of GenAI, it becomes crucial to implement responsible AI practices from the outset. The best time to consider responsible AI practices is at the very beginning of your GenAI journey. By taking a holistic and multi-dimensional view of GenAI from the outset, organisations can better define opportunities, understand risks, and enhance or build any missing guardrails to ensure responsible use of GenAI tools moving forward.

Subianto, PwC Indonesia Chief Digital & Technology Officer, said, "If there’s a golden rule for responsible AI (and trusted technology in general), it’s better to implement trust by design and ethics by design from the start rather than racing to close gaps after systems are up and running. That’s why, whatever your company’s maturity level with AI, it’s wise to put responsible AI front and centre
as soon as you can — and keep it top of mind every step of the way.”

To close, Subianto said, “As the business landscape evolves, companies play a vital role in cultivating a deeper understanding of how to responsibly leverage new technologies. By prioritising ethical considerations and instituting strategic oversight, businesses can fully harness the potential of GenAI while mitigating its risks.”