Artificial Intelligence, 81.9% of citizens have heard of it but only 19.3% recognize it

The research of the International Corporate Communication Hub with Iulm University was presented: “AI is something we talk about a lot but which is not yet part of our lives”

L’Artificial intelligence is establishing itself as one of the most debated issues both in society and in the media, so much so that 81.9% of citizens have heard of thei by at least one media channel in the last year, with the prevalence of TV, a figure that confirms the growing attention to Artificial Intelligence of the media and citizens of our country. But the framework in light and shadow. In fact, only 19.3% of our fellow citizens admit to recognizing the presence in their life of this information technology as “pervasive and extensive”, which revolutionizes the way man interacts with machines, while 40.6% perceives little or no use and 40.2% perceives an average use. In short, it seems that theArtificial intelligence is something that is talked about a lot but that is not yet part of our lives.

Investigating Artificial Intelligence, its role in terms of ethics and the critical nodes that are formed for communicators with respect to AI is theInternational Corporate Communication Hub (ICCH), the first international observatory on corporate and institutional communication. The ICCH presented today in Rome, at the Roman Aquarium, the new research produced by its scientific partner Iulm University entitled “Ethics of Artificial Intelligence: a contemporary challenge” and of The Corporate Communication Magazine, the magazine produced by the Observatory on the subject. The research data were processed by the IULM University research group coordinated by Professor Stefania Romenti and formed by Professor Elanor Colleoni and the research assistants Camilla Moroni and Allegra Pagella who also found gender differences. In fact, the study shows that men report a greater exposure to news concerning Artificial Intelligence, with an exposure value of 85.2%, slightly higher than the total average of those questioned, and approximately 6 percentage points higher than that of women which stands at 79.1%.

“It should be noted that exposure is in any case very high in both genres” the researchers highlight in the report illustrated in the presence of Roberto Baldoni, director general of the National Cybersecurity Agency; Gianni Canova, Rector of Iulm; Pierangelo Fabiano, general secretary of the International Corporate Communication Hub; ‘icch; Carlo Nardello, professor of Digital Marketing at the University of Rome “La Sapienza”; Father Philip Larrey, Professor of Philosophy at the Pontifical Lateran University; Monsignor Vincenzo Paglia, president of the Pontifical Academy for Life; Angelo Maria Petroni, general secretary of Aspen Institute Italia; Stefania Romenti, Iulm professor; Patrizia Rutigliano, Advisory Board, International Corporate Communication Magazine. The meeting will be moderated by Fabio Insenga, Deputy Director of the Adnkronos Agency.

The presentation of the research was an opportunity for discussion between institutional stakeholders, top managers and academics to explore the theme of Artificial Intelligence (AI), defined as a series of algorithms and computer applications that have the ability to learn over time and increase own knowledge. In the last decade, AI has spread considerably, showing a high potential in various fields, from marketing and advertising, to the judicial system, from the health system to that of political campaigns. However, it was noted during the branstorming in Rome, as AI becomes more widespread and central in society, more and more controversial aspects emerge with respect to the ethicality and pervasiveness of their use in society.

When Artificial Intelligence systems violate social norms and values, organizations run high financial and reputational risks, and often find themselves unprepared as to how to deal with the situation and which communication strategies to adopt. The next research of the International Corporate Communication Hub therefore has the objective of reflecting on the interweaving of ethics and artificial intelligence, the risks that companies run and how communicators can play an important role.

Still according to the research of the International Corporate Communication Hub with Iulm, as regards the age of people who come into ‘contact’ with the subject of Artificial Intelligence, the researchers underline that, as was foreseeable, young people and adults are more exposed, standing at values ​​of 85.2% and 86.5% respectively, higher than the over 55s who are 10 percentage points below, around 75%. And while there are no significant differences by area of ​​origin, there are differences based on the level of education.

The researchers point out that, as conceivable, as the level of education increases, exposure to information on Artificial Intelligence also increases, reaching a maximum peak of 91.0% for university graduates, and a minimum of 66.0% for respondents with a middle school or elementary school diploma. The research objective of the International Corporate Communication Hub is twofold. The first objective of the research concerns the study of perceptions related to the use of Artificial Intelligence by citizens, with the aim of identifying the real knowledge towards the use of Artificial Intelligence in business processes and the risks perceived by citizens.

The second objective instead focuses on the analysis of corporate risks related to the use of Artificial Intelligence through a detailed analysis of a single database that collects more than 800 cases of disputes related to the use of Artificial Intelligence had by companies in the last 10 years in the USA and Europe. The International Corporate Communication Hub highlights that the goal is to identify particular development trends, analyzing the dynamics triggering the dispute, who were the stakeholders who attacked the company, the reputational aspects impacted, and what response communication strategies are have been adopted by companies to restore trust in Artificial Intelligence.