data privacy
AI Europe Insights

Majority of Users Fear AI Using Their Data Reveals Cisco in Consumer Privacy Survey

Research from Cisco, the global fintech working towards a more inclusive future, has revealed consumers aged 18-24 are more likely to access their data subject access rights (42 per cent), than consumers over 75 (six per cent).

The findings, published in the Cisco 2023 Consumer Privacy Survey are a part of the company’s wider enquiry into consumers’ perceptions and behaviours on data privacy. In addition to general views on data privacy, the report also delves into

Following the emergence of artificial intelligence (AI), 62 per cent of consumers have stated concerns surrounding organisations’ use of the technology and how it interacts with their data. Sixty per cent have gone so far as to say they’ve already lost trust in firms due to AI use.

However, despite concerns, it is not all doom and gloom for AI. Forty-eight per cent of respondents agreed that AI can be helpful in improving their lives. Fifty-four per cent even said they would willingly share anonymised personal data to improve AI products and decision-making.

Dev Stahlkopf, Cisco executive vice president and chief legal officer
Dev Stahlkopf, executive vice president and chief legal officer, Cisco

“The world is watching how companies will approach AI in a responsible way,” said Dev Stahlkopf, Cisco executive vice president and chief legal officer. “For Cisco, this means keeping a keen focus on respecting privacy and human rights as we incorporate AI technology.”

Despite the emergence of ChatGPT and generative AI in 2023, over half (52 per cent) of survey respondents said they were not aware of it.

Of those that use Gen AI regularly (12 per cent), only half indicated that they were refraining from entering personal or confidential information into Gen AI applications. It is notable that the other 50 per cent may indeed be entering personal or confidential information. This is despite 88 per cent of respondents indicating that they would be ‘Somewhat’ or ‘Very’ concerned if their data entered in Gen AI were to be shared.

Young consumers championing data privacy

This year, 33 per cent of respondents qualify as ‘Privacy Actives’. This means they care about privacy, and are willing to act to protect it. Some have acted: for example, switching companies or providers because of their data policies or data-sharing practices.

Younger consumers are the most willing to take action to protect their privacy. Forty-two percent of consumers, aged 18-34, are Privacy Actives, a percentage that steadily decreases with age.

The percentage of consumers requesting data deletions or change rose to 19 per cent, up from 14 per cent last year. Again, this is highly correlated with age: 32 per cent of consumers aged 18-24 make data deletion or change requests compared to only four per cent of older consumers.

Public awareness of privacy laws continues to be relatively low with 46 per cent of respondents aware of their country’s privacy law. Those aware of the law are more likely to feel they can adequately protect their data.

Only 40 per cent of those unaware of their country’s law feel they can protect their data compared to 74 per cent of those who are aware of the law. Sixty-eight per cent of consumers aged 18-24 feel they can protect their data, and this gradually declines to 47 per cent of consumers over age 65 saying so.

Role of laws and governments

Many consumers look to the government to set the standard of care and enforce privacy protections. Half (50 per cent) of respondents said national or local government should have the primary role in protecting data, whereas 21 per cent said private companies should be primarily responsible for protecting data.

Harvey Jang, Cisco vice president, deputy general counsel and chief privacy officer
Harvey Jang, vice president, deputy general counsel and chief privacy officer, Cisco

“As governments pass laws and companies seek to build trust, consumers must also take action and use technology responsibly to protect their own privacy,” says Harvey Jang, Cisco vice president, deputy general counsel and chief privacy officer.

Consumers are split on the value of data localisation. Most have heard about such requirements, and 76 per cent indicated initially that data localisation might be good. However, when considering the cost associated with it, thereby making products and services more expensive, only 44 per cent were in favour of data localisation.


  • Francis is a journalist and our lead LatAm correspondent, with a BA in Classical Civilization, he has a specialist interest in North and South America.

Related posts

Security Concerns the Biggest Barrier to Public Cloud Adoption Say UK Businesses

Gina Clarke

Swap Beating Eggs for Beating Fraudsters in the Great Kompli-Global KYB Bake-Off Challenge

Tyler Pathe

TradeCores CEO on The FX Revenue Collapse – Why Are New Services Needed?

Polly Jean Harrison