Digital Exclusion, the albatross of Artificial Intelligence for Consumers
Digital exclusion in the context of Artificial Intelligence ‘AI’-driven consumer services is an emerging challenge with profound implications for society in general and Nigeria in particular.
As businesses increasingly rely on artificial intelligence to deliver products and services, there is a growing concern that segments of the population could be left behind.
This article explores the issue of digital exclusion, its implications, and potential strategies to mitigate its impact. This comes on the heels of the theme of this year’s World Consumer Rights Day, celebrated on March 15th, which is “FAIR AND RESPONSIBLE AI FOR CONSUMERS.”
A consumer wants the simplest form of action whenever their value for money is to be obtained. In an era where the larger part of marketing is human and thereafter consumers have to talk to AI powered systems whenever there are issues, creates a general concern.
Digital exclusion is more about the gap between individuals who have access to and can effectively use digital technologies and those who cannot. In the realm of AI-driven consumer services, this gap is not just about access to technology but also about the ability to benefit from AI-powered applications.
AI-driven services often require access to digital devices and reliable internet. Consumers without such access may find themselves at a disadvantage, unable to benefit from AI innovations and contributing to the digital divide.Â
The impact of AI-driven consumer services, from personalized shopping recommendations to automated customer support, are designed to enhance efficiency and user experience. However, these advancements could inadvertently marginalize those unable to access or use these services effectively. The elderly, people in rural areas, and those with limited digital literacy are at risk of missing out on the benefits of AI-enhanced services, leading to a widening of the digital divide.
The implications of digital exclusion in AI-driven consumer services are far-reaching for the society.
Economically, it could lead to increased inequality, as those with access to AI services gain more advantages in the marketplace. Socially, it could deepen divides and lead to segregation in access to information, services, and opportunities.
This is significant because various services, including housing, healthcare, banking, and pensions, are moving online at an unparalleled pace. Without taking strong measures, the Government is permitting millions of its citizens to lag behind.
Moreover, there’s the risk of creating a feedback loop where AI systems are trained on data that do not represent the excluded groups, further entrenching biases and disparities.
A communication and digital Committee of the United Kingdom House of Lords in 2023 found that 1.7 million households have no mobile or broadband internet at home. Up to a million people have cut back or cancelled internet packages in the past year as cost-of-living challenges bite.
Around 2.4 million people are unable to complete a single basic task to get online, such as opening an internet browser.Over 5 million employed adults cannot complete essential digital work tasks and basic digital skills are set to become the UK’s largest skills gap by 2030.
Conversely, in Nigeria, as of January 2023, there were 122.5 million internet users, indicating an internet penetration rate of 55.4 percent of the total population at the start of the year. This reflects a growth of 2.9 million internet users (a 2.4 percent increase) between 2022 and 2023. These figures highlight the current state of digital inclusion in the country.
Indeed, while there is some level of digital inclusivity in Nigeria, the largest part of the population which are the youths utilize about 12% of the internet time on consumer facing engagements and the rest of the time on entertainment and social interactions. That speaks volume in terms of how consumers would like to be served regarding customer services.
Addressing digital exclusion requires a multifaceted approach as the underlying factors of digital exclusion mirror deep-seated disparities in society, economy, and geography, which are complex and challenging to address.
Firstly, there has to be an Inclusive Design- Developing AI systems with inclusivity in mind can help ensure that consumer services are accessible to a broader audience. This includes considering diverse user needs and preferences in the design process. The developing trend of customer services via chat box by some corporates should be an option, rather than the first line of enquiry with organizations. Consumers want to receive empathy when they reach out to service providers, they want to be certain that a person and not a machine is attending to them. Some companies do not even respond to emails any longer, some have dispensed with telephone services and moved to non verbal platforms. The right digital tools must serve a certain demography of consumers.
Secondly, Digital Literacy Programs should be scaled- Expanding digital literacy programs can empower more individuals to use AI-driven services. This includes not only teaching basic digital skills but also raising awareness about AI and how it impacts consumer services. Our research has shown that the effectiveness of any digital literacy is to stratify certain services from a bouquet powered by AI and drive the education of a few of such services, rather than driving all at once.
Thirdly, Policy Interventions have to be deepened- Governments and regulatory bodies can play a crucial role in ensuring digital inclusivity. This might involve implementing policies that promote broadband access, protect consumer rights in the digital age, and encourage the development of accessible technologies. While the National Digital Economy Policy and Strategy (NDEPS) of Government is commendable, government in reducing the cost of living of the consumer can reduce VAT on social tariffs and collaborate with businesses to expand internet voucher programs. Public sector entities can also donate outdated devices to digital inclusion efforts, rather than sales of fully depreciated items to friends/stooges and the private sector can be urged to follow suit on the donation.Â
Government is advised to place emphasis on basic digital skills education just like maths and English. This can be integrated directly or indirectly into the school curriculum. So also is the creation of apprenticeships, and adult learning programs, focusing on fundamental digital knowledge rather than coding.
Again, engaging with communities to understand their specific needs and challenges can lead to more targeted and effective solutions. This approach can help identify gaps in service provision and opportunities for intervention. An integral part of this is to make public services future-ready by reassessing the use of predictive analytics in government services. It’s essential to recognize that digitally excluded groups may not be adequately represented in the datasets that guide algorithmic decisions, increasing their risk of marginalization. This issue requires urgent attention to ensure fairness and inclusivity in public services.AI indeed has a profound impact on consumers, offering numerous benefits in terms of personalization, efficiency, and innovation. However, it also presents challenges related to privacy, bias, employment, and digital access, which require careful consideration and management to ensure that AI developments are equitable and beneficial for all.
As AI continues to reshape the landscape of consumer services, it is imperative to address the challenge of digital exclusion as canvassed above. Failing to do so could exacerbate existing societal inequalities and create new forms of segregation. However, by adopting a proactive approach that includes inclusive design, improving digital literacy, enacting supportive policies, and engaging with communities, we can work towards a future where AI-driven services are accessible and beneficial to all.Â
In doing so, we not only enhance the consumer experience for a wider audience but also contribute to a more equitable and inclusive digital society.
