The second European Data Protection Day will take place on 28 January. With this initiative, the Council of Europe aims to raise awareness among citizens about protecting privacy in the digital space every year.
Sridhar Iyengar, Managing Director of Zoho Europe, comments:
‘Data protection has never been an easy or popular topic, but the rapid development of artificial intelligence (AI) adds a whole new dimension to the discussion. AI systems may revolutionise entire industries by increasing efficiency and opening up innovative possibilities – but at the same time, they also challenge us. Without clearly defining boundaries and redefining data protection, we run the risk of being steamrollered by the technology – or rather, by the associated risks such as consumer transparency. European Data Protection Day on 28 January is therefore the ideal occasion to question whether our previous approaches are still adequate for today’s challenges.
Why is that? AI-based applications analyse huge amounts of data – from online behaviour and location data to health information and much more. Only then can the systems make accurate predictions or offer highly personalised experiences. Personalising web offerings or content experiences of all kinds has long been something that customers not only want but also expect. However, this does not mean that companies can collect everything they can get their hands on. So, in order to fully exploit the advantages of AI without endangering the privacy of the individual, those in charge must first ensure that only the data that is really necessary is collected and processed – and that this is communicated transparently. They must also define and adhere to ethical guidelines to prevent manipulation or the unwanted disclosure of sensitive information.
Awareness of the importance of data protection has certainly increased, as Zoho’s latest Digital Health Study shows. According to the study, 45 per cent of the companies surveyed in Germany regularly conduct training on the topic. That is an increase of 5 percentage points over the previous year. The same number state that their data protection guidelines are clear, simple and transparent – an increase of 12 percentage points. Almost 40 per cent of German companies even go beyond the legal requirements to protect their customers‘ and employees’ data.
For us as a software provider, data protection is much more than just compliance with legal requirements. It is about nothing less than the trust of our customers. We should all aim to develop solutions that block unnecessary tracking, minimise attack surfaces and ensure the protection of sensitive information. This is the only way to successfully balance innovation, user-friendliness and privacy. European Data Protection Day is therefore a wake-up call for all of us: we need to actively address the question of how we handle our customers‘ data in the age of AI. Data protection is not a chore, but a central element of digital responsibility.’
