Consumers International | Consumers International

EXCLUSIVE INTERVIEW

Would you like to tell us how Consumer International’s work and activities specifically touch upon e-commerce and the digital economy? 

Every day, more than 5.4 billion people use the internet, generating vast amounts of data and benefiting from its unparalleled ability to connect, communicate and engage in commerce. Yet only a fraction of consumers are aware – and can control – how their information is collected, used and protected. Furthermore, only 59% of countries have laws covering online consumer protection. 

Our vision is that consumer rights in the physical world are reflected, upheld and strengthened in digital products, services and environments. Consumers deserve digital experiences that are inclusive, safe, fair and sustainable. To achieve this, we need effective data policy and governance that embeds consumer rights and principles from the outset. Trust in the digital economy must be improved by reducing exposure to harm and eliminating manipulative online practices designed to deceive consumers and adversely influence their decisions. Innovation should be responsible and in the public interest, empowering consumers to be more efficient, live more sustainably and exercise their rights. This can only be achieved through multistakeholder collaboration.

We work with organizations that subscribe to this vision. Our work spans data governance, digital public infrastructure, financial services, e-commerce and more. Together, we create impactful campaigns, advocate for robust policies, gather compelling evidence and amplify the consumer voice on the global stage.

Can you tell us a bit more about the World Consumer Rights Day and its main focus this year? 

Every year on March 15, the consumer movement and other influential actors come together to celebrate World Consumer Rights Day to raise global awareness on consumer rights, protection and empowerment. Consumers International is proud to coordinate the day through a multi-stakeholder approach which unites our 200 Members, international organizations, government, business and civil society. 

This year, Consumers International selected ‘Fair and responsible AI for consumers’ as the theme for World Consumer Rights Day 2024. Throughout the week, we drove expert debate on core consumer concerns amidst the proliferation of AI. We exposed the scale of the issue concerning AI deepfakes, scams and misinformation. We shone a light on the need for solid policy regarding the data used to build AI models. We presented new insights on the consumer experience of generative AI chatbots – the result of a global exercise that 35 of our members participated in. 

According to your organization, what are the key challenges that developing countries will have to tackle to ensure the consumer voice is heard as generative AI becomes ubiquitous? 

In 2023, breakthroughs in generative AI took the digital world by storm. Thanks to the release of chatbots that appear to mimic human conversation, millions of consumers are already using generative AI in their daily lives. The technology is set to have an enormous impact, in the way we work, create, communicate, gather information and much more.

There is real opportunity here. Used properly, generative AI could enhance consumer care and improve channels of redress. However, it will also have serious implications for consumer safety and digital fairness. With developments taking place at breakneck speed, we must move quickly to ensure a fair and responsible AI future.

Our findings on the consumer experience of generative AI showed: 

1. Chatbots fall short on basic trustworthiness – the likelihood that responses use citations was just 50%.

2. Basic safeguards vary across chatbots. For example many offered medical advice, despite advising against offering it.

3. Consumers have limited ability respond to issues. Expert consumer advocates are highly concerned for how consumers could seek redress if there’s an issue.

4. More inclusivity is needed. We found North American bias in responses, such as brand names and sources being use that are relevant to that region.

What prompted Consumers International to join a multi-stakeholder partnership such as eTrade for all and what are your expectations out of it? 

Consumers International will work with our members, regulators, and businesses, to tackle common consumer challenges and find solutions that deliver positive outcomes for consumers. With technology and markets changing at such a rapid pace we simply cannot succeed in helping to protect consumers if we don’t work with a broad range of stakeholders. The ‘eTrade for all’ led by UN Trade and Development is an important example of this. It is a rich source of information for policymakers and other stakeholders with national examples and international guidelines covering all aspects of e-commerce and the digital economy including consumer protection issues.