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Interconnected tech like AI will change everything

Among investments today, interconnected technologies – devices and systems connected to the internet and each other – are the most vital and challenging. Kaspersky’s research asks over 500 senior IT security leaders in enterprises worldwide how they’re securing them.

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Connecting the future of business

How leaders should prepare for using and securing AI and interconnected technologies

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Four ways to prepare your business to secure AI and interconnected technologies

  • Digital transformation
  • min read
    • Of all business investments today, interconnected technologies – the growing network of devices, systems and applications connected to the internet and to each other – are the most vital and challenging. From artificial intelligence (AI) to data spaces to internet of things (IoT,) interconnected tech is letting enterprises gather more data, automate processes and make better decisions. While this 'Fourth Industrial Revolution' is propelling change in every industry, it also brings new risks and challenges in securing enterprises and safeguarding customers. Kaspersky's new research aims to help businesses stay ahead of the changes interconnected technologies bring, published in this 2024 report, Connecting the future of business: How leaders should prepare for using and securing AI and interconnected technologies. About our interconnected tech research Kaspersky surveyed 560 IT security leaders in six regions – North America (US,) Latin America (LATAM: Brazil, Chile, Columbia and Mexico,) Europe (Austria, France, Germany and Switzerland,) Middle East and Africa (META: Saudi Arabia, South Africa, Turkey and United Arab Emirates,) Russia and Asia-Pacific (APAC: China, India and Indonesia.) Respondents were either aware of or involved in cybersecurity decisions about interconnected technologies. They worked in organizations with at least 1,000 employees across many sectors. We asked how they're introducing and securing AI, web 3.0, data spaces, digital twins, augmented reality (AR,) virtual reality (VR,) 6G and internet of things (IoT.) Four interconnected tech preparation strategies With the scale of change these new technologies will likely bring, organizations must have strategies to prepare to adopt and secure interconnected tech. We found organizations that felt ready to secure interconnected tech tended to adopt four strategies: Embracing security by design principles, training and upskilling their workforce, upgrading their cybersecurity solutions and striving to meet regulation and standards. Here's a little more on each strategy. 1.    Adopting security by design principles Integrating cybersecurity into each stage of the software development lifecycle makes secure-by-design software and hardware more resilient to cyberattacks. Our research found leaders focused on integrating cybersecurity into development processes – dubbed Security by Design Promoters – were also better prepared to secure interconnected technologies. 50 percent of Security by Design Promoters felt prepared to secure interconnected tech, compared with 26 percent of the rest. Leadership teams can start promoting security by design by asking where in their design processes cybersecurity expertise is usually first involved. They may also play a role in ensuring budget for security testing during design. 2.   Training and upskilling your workforce With the right cybersecurity education, staff can be a formidable line of defense against cyberattacks. Building a cyberaware culture requires a strategy that empowers employees to gain knowledge and put it into practice. Our research found Training and Upskilling Promoters – organizations prioritizing training and upskilling their people – were better prepared to secure interconnected tech. 55 percent of Training and Upskilling Promoters felt prepared to secure interconnected tech, compared with 25 percent of the rest. Leaders we surveyed shared cybersecurity education approaches that worked well. They favored regular programs covering topics like cybersecurity policies and common cyberthreats, phishing simulations to identify further training needs and awareness campaigns sharing best practice and real-world cyber incident examples. Leaders also emphasized user-friendly security policies, greater collaboration with the IT and security teams and demonstrating good cybersecurity practice from the top. Leadership teams can support training and upskilling the workforce by asking how often employees receive cybersecurity training and how the organization measures their understanding. 3.   Upgrading cybersecurity solutions More devices connecting to the internet means more ways to attack. As businesses adopt these technologies, they need more advanced cybersecurity solutions, such as those with enhanced access controls, encryption and regulatory compliance. Our research found Advanced Cybersecurity Adopters — organizations focused on upgrading cybersecurity solutions — are better prepared to secure interconnected tech. 55 percent of Advanced Cybersecurity Adopters felt prepared to secure interconnected tech, compared with 22 percent of the rest. Advanced cybersecurity solutions let your business adapt to evolving threats, meet new regulation and protect critical data. The leadership team should ask what the organization knows about threats that suggest upgrading cybersecurity solutions, how to minimize the impact of upgrading solutions on workflows and how to ensure employees can use the upgraded tools effectively. 4.   Meeting regulation and standards To avoid legal problems or reputation damage, your cybersecurity practice must meet changing standards and legal requirements. Our research found organizations prioritizing meeting new regulation and standards — Regulation Promoters — are better prepared to secure interconnected tech. 40 percent of Regulation Promoters felt prepared to secure interconnected tech, compared with 27 percent of the rest. To better meet regulation and standards, leadership teams can ask if the organization already meets all security regulation and standards, and if not, which to prioritize. You might also look at how to use cybersecurity compliance processes to build customer's digital trust. Interconnected technologies bring huge business opportunities but also a new era of vulnerability to serious cyberthreats. With more data collected and transmitted, cybersecurity measures must get stronger. Organizations can use these four strategies to safeguard critical assets and fortify customer trust amid a growing interconnected landscape. Leaders must also resource cybersecurity well enough to enable access to new cybersecurity solutions that can meet interconnected tech's oncoming challenges.
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The next big business challenge: How organizations are preparing to secure AI

  • Artificial intelligence
  • min read
    • Of all investments today, artificial intelligence (AI) is transforming enterprises, enabling them to provide improved services, automate processes and make better decisions. Business leaders must invest in the right tech at the right time, and have the people and systems in place that can guarantee success. AI will change most industries but also brings new risks and challenges in securing enterprises and safeguarding customers. Kaspersky's new research aims to help businesses stay ahead of the changes AI brings, published in this 2024 report, Connecting the future of business: How leaders should prepare for using and securing AI and interconnected technologies. About the interconnected tech research Kaspersky surveyed 560 IT security leaders in six regions – North America (US,) Latin America (LATAM: Brazil, Chile, Columbia and Mexico,) Europe (Austria, France, Germany and Switzerland,) Middle East and Africa (META: Saudi Arabia, South Africa, Turkey and United Arab Emirates,) Russia and Asia-Pacific (APAC: China, India and Indonesia.) Respondents were either aware of or involved in cybersecurity decisions about interconnected tech such as AI, web 3.0, data spaces, digital twins, augmented reality (AR,) virtual reality (VR,) 6G and internet of things (IoT.) They worked in organizations with at least 1,000 employees across many sectors. Kaspersky asked how they're introducing and securing AI and other interconnected technologies. Here's what the research revealed. AI is organizations' significant focus for the next two years AI is becoming a cornerstone for organizations striving to stay ahead thanks to its ability to foster innovation. In cybersecurity, AI offers predictive analytics and greater adaptability. Goldman Sachs says global investment in AI will reach 200 billion US dollars by 2025. AI is more than a technology. It's a strategy that lets organizations navigate today's complex business environment. AI adoption Nearly all organizations surveyed have already adopted (54 percent) or plan to adopt AI within two years (33 percent.) Respondents see Generative AI (GenAI) as valuable for improving security technologies' performance. Goldman Sachs economists Joseph Briggs and Devesh Kodnani say GenAI could boost global labor productivity by more than one percentage point yearly once its use becomes widespread. IT companies worldwide are upskilling their workforce and undertaking GenAI pilots to avoid falling behind. IT giants Accenture pledged three billion US dollars to data and AI investment, while French tech firm Capgemini is putting two billion Euros towards GenAI over the next three years. Securing AI 49 percent of organizations said they were extremely well, or well prepared, to secure AI. Almost 50 percent think AI is slightly or not at all hard to secure. Compared with securing other interconnected technologies, most organizations felt more prepared to secure AI. In responding to Kaspersky's survey, the head of cybersecurity at a Brazilian bank said, "I mostly don't find security problems with GenAI. We already understand how to run and train it." While many organizations feel confident in their ability to secure AI, a little over half felt less than well-prepared to secure AI. These businesses need to do more to prepare for the inevitable scale-up of AI-based technologies. AI makes digital trust and data compliance indispensable AI introduces new challenges and complexities in protecting sensitive data and maintaining digital trust. Digital trust is an aspect of customer trust. In Kaspersky podcast Insight Story, emerging tech security expert Malek Ben Salem described digital trust as, "Our confidence that our privacy is protected and secured, the reliability of digital transactions and how sure we are of the identities of those we engage with." Tech researchers McKinsey's 2022 Digital Trust report said 70 percent of people trust companies to protect their privacy, but most companies aren't meeting their expectations. Data breaches, unauthorized access and privacy violations can erode digital trust and lead to reputation damage, lost business and regulatory consequences. Building digital trust takes time but is essential to users' confidence in AI. How AI impacts digital trust AI lets organizations collect and store more data about customers, operations and interactions. This wealth of data helps gain insight but also means more risk of breaches. AI facilitates sharing data between devices, networks and organizations. Data sharing aids collaboration, efficiency and innovation but also means more opportunities for unauthorized access. As it is relatively new, organizations may struggle to be clear about their practices and security around AI. Without clear communication, trust may break down. Top ways organizations are improving digital trust and compliance Adopting zero-trust frameworks is organizations' top response to the need to improve digital trust, with 81 percent already using or planning to adopt zero-trust within two years. Other actions include pursuing data privacy and cyber resilience regulations (74 percent) and digital sovereignty initiatives (73 percent.) Kaspersky's research found companies introducing zero-trust frameworks are better prepared to secure AI and other interconnected technologies: 51 percent of zero-trust framework early adopters said they were extremely well-prepared or well-prepared to secure these technologies, compared with just 27 percent of the rest. The zero-trust canvas: Painting the future of cybersecurity The rise of AI is opening the door for organizations to break with all traditions that don't work for today's tech realities. Traditional cybersecurity is vulnerable to insider attack because it relies on trusting those within a network's perimeter while viewing outsiders as suspicious. Enter: Zero-trust frameworks. The head of IT at cloud provider Searce said, "The zero-trust security model is the only framework that works. The traditional security model can't do the job, especially for interconnected technologies." Under zero-trust frameworks, every user and device must undergo continuous multi-factor authentication (MFA) and authorization, regardless of their trust level. Users and devices get the minimum access needed for their tasks, with constant monitoring of user activity, device behavior and network traffic. Regulation and compliance With each territory having different data protection and privacy legislation, global organizations find it hard to achieve consistent standards around AI. 62 percent of leaders find compliance certification hard. They want to see standardized compliance processes across regulations and say online tools and platforms, with clear guidelines, would further simplify certification. Handling growing challenges and preparing to secure AI With the scale of change AI will likely bring, organizations must have a strategy to prepare themselves to adopt and secure it. Kaspersky research uncovered four effective strategies to ensure readiness to secure AI and other interconnected technologies: Adopting security by design principles, training and upskilling your workforce, upgrading your cybersecurity solutions and meeting regulation and standards. The full report, Connecting the future of business, details each strategy. Interconnected technologies like AI bring huge business opportunities but also a new era of vulnerability to serious cyberthreats. With more data collected and transmitted, cybersecurity measures must get stronger. Organizations can use effective strategies to safeguard critical assets and fortify customer trust amid a growing interconnected landscape. Leaders must also resource cybersecurity well enough to enable access to improved cybersecurity solutions that can meet oncoming challenges.

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Digital sovereignty and the rise of data spaces: What does it mean for business?

  • Data and privacy
  • min read
    • Data. It seems businesses can't live with it – without big friction – and can't live without it. Cory Doctorow wrote for Secure Futures in 2020 that data – rather than being the 'new oil' – can fast become toxic waste, without due attention to minimization and proper management. Now data fuels almost every business, it's critical leaders understand the next evolution of data regulation – digital sovereignty – and how it applies to their work. It's not just about complying with the law, but an opportunity for competitive advantage with the bonus of enhancing customer trust. In our podcast Insight Story, experts Ben Farrand (UK,) Professor in Law and Emerging Technologies at Newcastle University and Sille Sepp (Finland,) Director of Operations at MyData Global, explore how business can do better in an increasingly interconnected world. Dr. Amin Hasbini of Kaspersky's Global Research and Analysis Team talks about the role of transparency in digital sovereignty, and why sharing intelligence makes good business sense. What is digital sovereignty, and what does it mean for business? Ben says, "Digital sovereignty is about geopolitics. We're seeing increasing tensions between states and concern over the power of big market players like Google, Amazon and Facebook in the US and Chinese companies like Baidu, Alibaba and Tencent. When data moves between countries, there may be detrimental impacts from geopolitics and national regimes, regulations or policies." Against this backdrop, the EU introduced its General Data Protection Regulation (GDPR) in 2016, providing that identifying, personal or sensitive data about EU citizens kept anywhere in the world is governed by EU law. GDPR and digital sovereignty more broadly mean companies must think about the legal implications of their cross-border interactions. Ben recommends firms wanting to trade more internationally have people dedicated to data security and digital sovereignty. "Companies handling EU citizens' personal data need someone aware of how to comply with GDPR's requirements. In the EU and UK, they're often called data protection officers. They must know data security protocols, and how data can and can't be used." Can state concerns and business interests align? Businesses often don't have the same priorities as nations. Is digital sovereignty making it harder to trade internationally? Ben says, "Digital sovereignty covers the whole supply chain from raw materials to cybersecurity services. For example, when supply chains for semiconductors collapsed during the pandemic, shutting some car manufacturers, the EU, China and the US started seeking more control of resources." But he questions the merit of attempts at strategic autonomy in today's world. Getting ahead of compliance with data ethics Digital sovereignty is on the radar for many businesses, but those who go the extra mile to do the right thing, rather than simply comply, may see advantages. Ben says, "We'll see both 'stick' and 'carrot' regulation. There's much legislation about investment, like the US CHIPS and Science Act, around how companies can cooperate and seek funding to diversify supply chains, for improving trade relations with third parties in ways that build resilience." Businesses should also note a growing focus on regulating social media platforms, given its role in communicating with customers. "The EU recently passed the Digital Services Act. It applies to content on social media platforms and search engines that may be illegal in member states, such as hate speech or trade in prohibited goods," says Ben. The legislation isn't concerned with individual instances of illegal content but requires social media platforms and search engines to have transparency, accountability and oversight systems. Ben sees benefits for business. "Companies don't want to be associated with illegal or immoral things. They already manage this by pulling advertising or moving over to other platforms. Digital sovereignty isn't just coming from regulation, but market-based decisions." AI and digital sovereignty The explosion of AI systems has made it even more important that organizations are clear on data ownership. Ben sees regulation in this field coming soon. "The EU is talking about regulating high-risk systems because they believe AI shouldn't be doing some things." And it's not just the EU. "At the AI Safety Summit hosted by UK Prime Minister Rishi Sunak in November 2023, there was an agreement between the EU, US, China and others to take a united approach in managing high-risk systems." Again, there are business opportunities. "New technologies arise from regulation like the 'federated computing' approach, where you train AI on data sets remotely then communicate only the outcomes centrally, minimizing data privacy risks," explains Ben. Making space for data security and data power All businesses want to use their data better for innovation and growth. But it may be challenging to do so securely, fairly and in ways customers trust. Data spaces are one tool for addressing safe and ethical data use while leveraging its power for better business. Sille Sepp is Director of Operations at human-centered data non-profit MyDataGlobal. She explains data spaces: "They're a systemic approach to increasing trust and sovereignty in sharing and using data across organizations and sectors. It's not just technological infrastructure but includes business, legal and operational layers for trustworthy data sharing." Examples include the Smart Connected Supplier Network for manufacturing supply chains and Catena-X for automotive supply chains. MyData is involved in a cross-data space project, Data Spaces Support Center, and preparing for the Data Space for Skills. Businesses can join projects as a data provider, data user or enabling service, or look at creating their own data space with collaborators. Sille recommends how to start: "As a partner in the Data Spaces Support Center, I recommend exploring the website, the repositories of initiatives and the contributing partners. Associations like International Data Spaces, Gaia-X and FIWARE have long mapped data space work." Data spaces go beyond EU-based businesses. "Many initiatives collaborate with international partners and look at business cases that will bring global benefits," says Sille. Sille highlights the need to put customer control of their data at the heart of developing data spaces. "When developing design principles and architecture for data spaces, we must embed human-centric principles. There are ways to empower people through design choices. Businesses can get involved as enabling services – intermediaries that serve the interests of individuals, managing permissions and returning value to them." Transparency's role in digital sovereignty Dr. Amin Hasbini of Kaspersky's Global Research and Analysis Team explains how tech businesses can use transparency centers to uphold different states' digital sovereignty worldwide. "Digital sovereignty means companies, especially multinationals operating in digital, need tools that comply with regulation in countries where they operate. As an example, Kaspersky operates transparency centers in several countries. These let entities check code to ensure it complies with their laws." But he thinks international firms can go further in building regulators' trust. Sharing also benefits the industry as a whole. "We publish many of our threat intelligence findings, which means better threat visibility for everyone. The cybersecurity community can build on our findings," says Amin. Taking the first steps into digital sovereignty Ben advises businesses to consider the basics as they start exploring digital sovereignty. "What data are you collecting and where does it go? Once you know that, you can think through the implications: Security provisions you may need to protect data within your company and outside. Think first about why you need this data, and that will help you define every step of the process." Let's be super clear: Digital sovereignty, like all matters of global trade, is complex. It's not an off-the-shelf charter or compliance checklist. Enterprises should grasp the opportunity now to get involved with data spaces and other cooperation projects to shape the new international standards for data. Digital sovereignty regulation will only grow – particularly around the use of AI. Businesses should think through how they use data and what security should be in place to safeguard it. Digital sovereignty also presents opportunities for better business, such as through data spaces and transparency initiatives.
insight story industrial iot a doctor makes an injection to a robot using a wire syringe connected to their smartphone

Industrial ‘Internet of Things:’ Is security too far down the production line?

  • Industrial cybersecurity
  • min read
    • Imagine every part of the workplace – from manufacturing equipment to energy grids, healthcare devices to farms – had the connectivity of a smartphone. That's the Industrial Internet of Things (IIoT) – sometimes known as Industry 4.0. It brings a host of efficiencies, like real-time data-analysis and improved predictive maintenance. But with great connectivity comes great responsibility. IIoT can be especially vulnerable to attack. And while it's now widely used, many businesses know their IIoT systems are poorly protected. In the second episode of Insight Story season 2, guests Chris Kubeska, Netherlands-based security researcher, cyber warfare specialist and CEO of HypaSec, and Alison Peace, patient management operations manager for UK and Ireland at Medtronic, illuminate how industry can use and protect game-changing IIoT. Where is IIoT most commonly used? All sectors are using IIoT, but some more than others. Chris says, "The maritime industry uses IIoT a lot. It's also widely used in the space industry, medical devices and critical infrastructure." Medtronic is a global developer and producer of medical devices and therapies like insulin pumps, pacemakers and implantable defibrillators – all increasingly connected. Alison explains the patient benefits: "In the UK, more than 100,000 patients receive an implanted cardiac device each year. They then have constant hospital checks, which places a burden on healthcare services. Remote monitoring for cardiac devices started in basic form almost 20 years ago. Devices can now send wireless alerts if they detect a problem. Data shows patient outcomes are better – they don't go into hospital as much." Cybercriminals have noticed loosely protected IIoT Despite its relative newness, there have been many documented attacks on IIoT. In 2014 an attack on a German steel mill's IIoT systems killed three people and injured many more. The attacker gained access to the mill's office network then compromised its industrial control system. The compromise prevented a blast furnace shutting down, leading to an explosion. Even without a breach, users finding vulnerabilities in everyday tech means reputation-damaging headlines. At-home stationary fitness bike makers Peloton were embarrassed when a security researcher found their gear included an open channel that allowed access to users' private information like weight, gender and date of birth. Similarly, a hacker accessed footage from Verkada internet-connected security cameras. Securing industrial smarts Dr. Amin Hasbini, Head of Research Center Middle East, Turkey and Africa for Kaspersky's Global Research and Analysis Team (GReAT,) is concerned about the gap between businesses who use IIoT and those who fully secure it. "A recent Kaspersky study found over 60 percent of businesses use IoT. But close to half say these systems aren't fully protected. A third of these organizations blame lack of budget, but when it's not resources stopping them, what is it?" Whatever it is, senior leaders in organizations using IIoT must shift the barriers to best-practice security. Amin says, "Some technology vendors race to add features while largely ignoring security." "The challenge starts at the top in each organization. If security becomes a priority, it gets translated into policies, guidelines and methods." Chris advises thinking about how when security may not be front of mind in your organization's tech decision-making. "Your procurement department will be looking for the least expensive deal, but that deal might not include the best security." She continues, "Many IIoT systems come with older operating systems that don't have the security settings you'd want. And then, there may not be a secure way to update the software. These are some of the risks. Know what you're buying so you can plan ahead and mitigate those risks." Alison says medical devices are now made differently to ensure security. "It's important to incorporate an encryption module to make sure others can't read the device's data. Our devices don't connect to the internet, but use a pass-through to a monitor or app. Data is encrypted in the device and sent encrypted." Alison believes the high standards of institutions they work with helps give patients confidence in their devices. "In the UK and Ireland there are strict controls when health systems engage third parties. You must have rules, regulations and systems in place to work with hospitals." Chris also has recommendations for contracts with third parties. "For encryption, your contract should specify meeting the standards of the time. So when you renew, the expectation is to keep to those standards. Have a responsible disclosure policy, and ensure your suppliers have good data security and privacy policies." She says don't be shy to end a technology vendor relationship if security conversations feel awkward. "If you don't feel comfortable speaking about cybersecurity and privacy with your supplier, look for a new one. Look at suppliers who take part in security conferences. If they're actively looking at security, that gives credence." Is regulation keeping up with IIoT? Chris thinks business should expect regulation around IIoT to speed up. "The tech's definitely moving faster than law, but there are some guidelines and frameworks." Alison feels those designing IIoT must allow for changing security requirements – something Medtronic has strived for. "Our global security office is tasked with making sure our devices comply with standards worldwide. National legislation could say, we want the data from your device in this format, and our devices are designed to enable that." Simplifying a tangled net of things Chris thinks IIoT manufacturers could aspire to lead in many ways, but chiefly, making levels of security simple to understand. "Start applying what I call 'easy standards,' like a traffic light system, so consumers and companies can know if something has a minimum level of security – for example, can it be updated? Medical uses would need a higher standard compared with consumer home grade." Alison agrees that clear and standard practice matter. "A third party can easily comply with clearly communicated, standardized security requirements. Open communication and clear criteria are essential." IIoT is already commonplace and will only grow as those organizations yet to adopt see its potential to improve productivity and reduce costs. As technology becomes increasingly connected, securing IIoT is fundamental to the safety of just about everything in our lives. As Chris warns, "I want to retire knowing my own technology won't kill me." Leaders can keep their organization and customers safe by asking the right questions and pursuing IIoT vendors who prioritize security.
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How businesses can use generative AI to empower employees

  • Artificial intelligence
  • min read
    • Headlines about the power of generative artificial intelligence (gen AI) are everywhere. But business leaders are asking, is it really that game-changing, or just a fad? And if it is a game-changer, how can you make the most of it? In the first episode of our second season of Kaspersky's podcast Insight Story, I speak with experts Shagun Sachdeva (India,) Project Manager for Disruptive Tech at business intelligence service GlobalData Plc and Karen Quinn (UK,) Senior Director, Brand and Corporate Communications at financial software providers, Finastra. What is generative AI? TechTarget defines gen AI as any "artificial intelligence technology that can produce various types of content, including text, imagery, audio and synthetic data." Some applications rely on Natural Language Processing so users can ask for outputs using everyday speech. Well-known examples of gen AI include OpenAI's chatbot ChatGPT and Google Bard, but current and potential business uses are near endless. Shagun thinks many businesses already understand its importance. "A recent GlobalData Plc survey found more than 50 percent of businesses expect gen AI will tangibly disrupt their industry in the next five years. 30 percent are already using gen AI tools." How are businesses using gen AI? "Business leaders are having more sophisticated conversations about how gen AI can go from an experiment to giving strong returns on investment," says Shagun. "Whether it's chatbots engaging with customers, sharing financial tips and customizing financial plans based on individual spending habits. It's also generating loan options based on a user's credit profile." Finastra plans to develop gen AI tools for customers in future, but they've started in-house with GENAI (X,) a gen AI-based system now rolled out to their 8,000 employees. "We use it for things like understanding and reviewing contracts, predicting behaviors and optimizing workflows," says Karen. She believes that although only being used internally so far, their gen AI tools are benefiting customers. "We can only work with the data we have to make financial decisions. Anything that can generate new scenarios, pull in more data sources or enable federated learning can only benefit." Is gen AI a threat to jobs? Shagun acknowledges employees worry AI might replace them. "Some of that anxiety may be justified – a Goldman Sachs report in March 2023 said AI could replace 300 million full-time jobs." But getting to know gen AI better may help overcome that concern. "Lean in to the technology. Education and training is key. Start with courses like prompt engineering." Karen refers to a quote from economist and professor Richard Baldwin, "AI won't take your job. It's somebody using AI that will take your job." In other words, it's not the technology itself that's a threat to jobs but failing to explore it and take full advantage of it. She advises looking at the benefits of gen AI broadly. "This is not an efficiency play. People will become more productive, but hopefully that means work is more rewarding." Getting gen AI right While generative AI offers much possibility, it also raises concerns around ethics, bias and data privacy. It is largely unregulated today and developing AI models can be resource-intensive. Karen highlights Finastra's caution. "We rigorously tested the products, then launched a full-scale training program and disabled other tools. They're still going through testing, like panels to try and break them and make sure no sensitive data gets shared with the wrong audiences." She continues, "In brand and communications, there are copyright issues. If you're using text-to-image prompts, where is it drawing data from? We need to be very careful." Materials used to train AI are often copyrighted, and whether people or businesses can copyright outputs of gen AI is subject to legal challenges in many countries, with some courts – including in the US and Italy – ruling no, at least in the case of visual arts. Balancing gen AI optimism with realism Shagun feels misinformation is the biggest business risk from gen AI. "It can fabricate 'facts' – what Google researchers call hallucinations." She also recommends businesses pay attention to copyright. "Disputes have arisen between artists and AI companies over the value of human creativity." Data privacy and security also rate highly for Shagun. "Large language models are trained on vast swathes of internet data. There's no data protection embedded in these systems by design or default. Training data can fail to include women, older people or marginalized groups – that's an ethical challenge." Security and generative AI Amin Hasbini is Kaspersky's Head of Research Center for its Global Research and Analysis Team (GReAT,) Middle East, Turkey and Africa. He says many employees are already using freely available AI tools, potentially without their employers knowing. "In a 2023 Kaspersky study, we found 57 percent of workers are using generative AI to save time. This raises many security questions. What kind of data are they putting into it? Is it intellectual property, code or documents to summarize? That's a major concern." Cybercriminals are also using generative AI to help them fool people with more realistic fake websites. In 2022, Kaspersky's anti-phishing system blocked more than 500 million attempts to access fraudulent websites – a doubling of attempts in the previous year. It's likely cybercriminals are already using generative AI chatbot ChatGPT's ability to produce convincing texts to create automated spearphishing attacks – phishing targeted at specific people. To protect against generative AI-based threats, Amin advises, "It starts with awareness. Employees need to know their organization's boundaries around putting data into AI websites. Businesses need enterprise cybersecurity solutions that allow monitoring and control of devices, systems and data used within the organization." Leading employee cybersecurity awareness approaches include implementing a cyber champions program or targeted education as used by Heathrow Airport. Gen AI's future potential What kinds of applications for gen AI will we see businesses pursuing in the near future? Shagun believes what businesses do today will decide the future of gen AI. "The world will look completely different by 2030. Global Data Plc estimates the AI market will be worth around 900 billion by 2030. But that doesn't mean carelessly diving in. "Gen AI is no magic bullet. While the enthusiasm around it is justified, prudence is imperative. We need responsible innovation," says Shagun. Karen imagines gen AI helping to make markets fairer. "Gen AI has incredible potential to overcome inefficiencies, like small-to-medium business (SMB) access to trade finance. Gen AI might be able to generate or automate some of the processes for onboarding smaller companies into global trade, opening them up to a wider audience." She also thinks gen AI could help solve some of the problems it's been known to introduce. "It can help identify bias through explainability and ensure we close feedback loops that cause biases. It could also look at efficiencies in supply chains, contracts and communications and marketing. It can take out some of the drudgery and enrich the processes." "We're on the cusp of understanding what gen AI can do," Karen says. "Who knows what the future brings? This could be game-changing in ways we can't even imagine." Like Karen and Shagun, as a creative marketer, I'm drawn between mostly optimism and a little fear about what gen AI will bring. As I wrote following a gen AI talk for marketers where I heard about Karen's exceptional AI program at Finastra, I'm optimistic we can do it right. Having the training, technologies and policies to bring the whole organization on the journey, we can use this tech to free us by shifting mundane tasks down to these somewhat smart bots. But in that shift, we may narrow opportunities – particularly for talent entering our industries – to refine their craft and learn the difference between average and distinctive output. Refined talent that generative AI lacks. For now, anyway.

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