Technical challenges and perception: does AI have a PR issue?

Abstract

Increasingly, models have been highlighted that not only disadvantage society but those whom the model was originally designed to benefit. An increasing number of legal challenges around the world illustrates this. A surge of recent work has focussed on the technical, legal or regulatory challenges but not necessarily the real-world day to day challenges for practitioners such as data collection or fairness by design. Since the publication of the Holstein et al.’s study in 2019, additional legislation, regulation and multiple bodies have been created to address practitioner challenge. This study asks what, if anything, has improved for practitioners between 2019 and 2022. Study 1 conducts an investigation into real-world needs within industry and asks whether practitioners are now able to mitigate challenges in a more robust manner. A further pilot study on the perception of AI examines whether perception of AI impacts practitioner work. The results show increasing and continuing interdisciplinary issues. Where increased regulation and legislation might have seemed reasonable, the result for practitioners is indecision and overwhelm. Based on these findings, we highlight directions for future research in this area. The most problematic area being human factors.