Vancouver, British Columbia–(Business Wire)–According to a recent survey conducted by Telus International, A digital customer experience (CX) innovator, the vast majority (92%) of consumer respondents believe it is very important or somewhat important for humans to review content online versus artificial intelligence (AI). Of those respondents, nearly three-quarters (73%) felt AI did not understand or recognize context and voice as well as a human.
“AI continues to become more sophisticated in identifying digital content that violates brand standards and community guidelines and has proven to be a great first line of defense against malicious content – but, with new content types constantly emerging and using algospeak, it’s practically impossible to keep pace with AI,” said TELUS International. Siobhan Hanna, Managing Director, AI Data Solutions, said: “The need for humans to manage more contextual decisions continues, as AI can accurately make sometimes difficult decisions about the intent behind a particular phrase or image. By using a human-in-the-loop approach, brands can benefit from the speed and capabilities of AI, while ensuring that nuanced content is accurately reviewed.
Content moderation is becoming increasingly difficult
The survey found that more than half of respondents (53%) believe it has become harder for brands and social/gaming platforms to monitor content on their sites in the past year. The main reasons why they believe it has become difficult are:
More people on each platform/channel (66%)
Airing complaints online is becoming more common (54%)
Younger generations tend to be more digital (50%)
Content is being posted in more languages (29%)
5G connectivity increased access to digital channels worldwide (19%)
“With so many people online on different platforms and in so many different languages, content moderation can’t be handled effectively by AI or humans alone,” Hanna continued. “A robust content moderation strategy that leverages a combination of AI built on trusted datasets by a diverse team of annotators can help ensure that data is accurate, context is captured, and bias is responsibly minimized. AI content moderation tools will continue to improve, but human moderators will always be a necessary and valuable resource in ensuring safe online spaces for all. For this reason, it is important for brands to support and empower content moderators with a strong wellness program to perform their best work while maintaining their mental and physical health.
TELUS International partners with global brands to protect the safety and well-being of their consumer communities. The company has a global AI community of more than one million data annotators and linguists fluent in more than 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: https://www.telusinternational.com/solutions/trust-safety-security/content-moderation-solutions.
Survey Methodology: The survey results are based on a Pollfish survey conducted on August 11, 2022 and includes responses from over 1,000 Americans.
About TELUS International
TELUS International (NYSE & TSX: TIXT) designs, builds and delivers next-generation digital solutions to improve customer experience (CX) for global and disruptive brands. The company’s services support the full lifecycle of its clients’ digital transformation journeys, enabling them to more quickly adopt next-generation digital technologies to deliver better business results. TELUS International’s integrated solutions include digital strategy, innovation, consulting and design, IT lifecycle including managed solutions, computer vision capabilities including intelligent automation and end-to-end AI data solutions, as well as trust and safety solutions including omnichannel CX and content moderation. Fueling all stages of company growth, TELUS International partners with brands in high-growth industry verticals including tech and games, communications and media, e-commerce and fintech, banking, financial services and insurance, healthcare and travel and hospitality.
TELUS International’s unique caring culture promotes diversity and inclusion through its policies, team member resource groups and workshops, and promotes equal employment opportunity hiring practices in the regions where it operates. Since 2007, the company has positively impacted the lives of more than one million citizens around the world, building stronger communities and helping those in need through large-scale philanthropy and philanthropy. Five TELUS International Community Boards have contributed $4.8 million to grassroots charities since 2011. Learn more at: telusinternational.com.