Science

Poll: Consumers want people to support AI moderation of online content

Vancouver, British Columbia–(BUSINESS WIRE) — According to a recent survey by digital customer experience pioneer TELUS International, the vast majority (92%) of consumers surveyed say it’s important or very important that online content is verified by humans, not just artificial intelligence (AI). Among respondents, almost three-quarters (73%) believe that AI cannot understand or distinguish between context and tone as well as a human.

“AI is increasingly detecting digital content that violates brand standards and community guidelines. While it has proven its worth as a first line of defense against malicious content, it’s nearly impossible to keep up with the ever-emerging new types of content and the increased use of algorithmic language, says Siobhan Khanna, Managing Director, AI Data Solutions, at TELUS International. Humans are still needed to make more contextual decisions as AI is limited in its ability to make sometimes difficult decisions that take into account the intent behind a particular phrase or image. By integrating the human into this approach, brands can take advantage of the speed and efficiency of AI and ensure that content nuances are properly considered. »

Content moderation is getting harder and harder

The survey also showed that more than half of respondents (53%) believe that it has become more difficult for brands, social networks and gaming platforms to track content on their sites over the past year. Here are the main reasons explaining this difficulty, according to the respondents:

  • Each platform and channel has more users (66%).

  • Online complaints are becoming more common (54%).

  • The younger generation is more digitally inclined (50%).

  • Content is published in more languages ​​(29%)

  • 5G connectivity increased access to digital networks globally (19%).

“As more and more people are expressing their opinions on various digital platforms in many languages, moderation cannot be done efficiently by AI or humans alone,” Hanna continues. A robust content moderation strategy based on various types of AI, whose algorithms are based on the robust datasets of the annotator team, guarantees data accuracy, correct understanding of context, and responsible de-biasing. The AI ​​of content moderation tools will continue to improve, but human moderators will always be an essential resource for keeping digital spaces safe. For this reason, it is important for brands to support content moderators with a robust wellness program that enables them to do their best work while protecting their mental and physical health. »

TELUS International works with companies around the world to ensure the protection and well-being of their user communities. The company has a global AI community of over a million data annotators and linguists in over 500 languages ​​and dialects, as well as a diverse community of human content moderators. To learn more about TELUS International’s content moderation capabilities, visit telusinternational.com/solutions/trust-safety-security/content-moderation-solutions.

Survey Methodology: The findings come from a Pollfish survey conducted on August 11, 2022 among 1,000 Americans.

About TELUS International

TELUS International (NYSE and TSX: TIXT) designs, manufactures and delivers next-generation digital solutions to enhance the customer experience of global market-building brands. Its services support the full digital transformation lifecycle of customers and enable them to adopt next-generation digital technologies faster to increase their bottom line. TELUS International’s integrated solutions cover digital strategy, innovation, consulting and design, information technology lifecycle management (managed solutions, intelligent automation, and end-to-end AI-based data solutions such as computer vision), omnichannel customer experience, and trust. and security, including content. Moderation. TELUS International supports businesses at all stages of growth. He has partnered with various brands in high-growth industries such as technology and gaming, communications and media, e-commerce, fintech, banking, financial services and insurance, healthcare, travel and hospitality.

TELUS International’s unique culture of care promotes diversity and inclusion. Company policies, workshops and resource groups reflect this, as do its equal opportunity hiring practices in all regions where it does business. Since 2007, the company has made a positive impact on the lives of more than a million citizens around the world. He gives back to communities and helps those in need through large-scale volunteering and donations. Since 2011, five community councils of TELUS International have donated $4.8 million to local charities. To learn more, visit telusinternational.com.

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