Artificial Intelligence (AI) is transforming how businesses operate. But as this ‘must-have’ technology unlocks new opportunities, it poses risks for those who get it wrong. With significant negative consequences for their customers.

Success relies on leveraging AI’s enormous potential, while navigating issues like data privacy, biased algorithms, cyber security and emerging regulatory concerns.

Can standards provide a roadmap to responsible implementation that both unlocks growth and supports customers? An AI win-win, as it were?

Clear AI advantages as adoption accelerates

AI can improve business in several dimensions. For example, better decision-making, streamlined operations, and more innovative products and services.

In the UK, approximately 1 in 7 businesses (15%) reported that they are currently using some form of artificial intelligence technology, with more getting on board at a rapid rate.

The same ONS data also highlights the top three reasons UK businesses are using AI technologies:

• Improving operations (40%)

• Personalising products or services (24%)

• Developing new products or services (15%)

AI adoption raises questions. And demands trust.

The almost unfathomable pace of change represented by the onward march of AI has created obvious uncertainty. It can be difficult to unpick which tools are trustworthy and what exactly AI adoption means for your business practices and customers.

AI errors are well-documented: chatbots making up answers to customer queries, giving harmful health advice, even advising companies to violate the law. Elsewhere, AI-powered image recognition systems have been shown to struggle to accurately identify women of colour.

Companies are getting the message about the dangers of getting it wrong. And the consequences that might follow.

In a survey of FT Moral Money readers, 52% identified the loss of consumer trust as the biggest risk if AI, was used irresponsibly, while 43% feared the legal challenges that might follow.

Protecting reputations and minimising risk

Studies tracking public attitudes to AI also demonstrate that as understanding of AI grows, pessimism about its impact on society is increasing. Concerns about data security and equitable distribution of the benefits are particularly prevalent. Any small slip-up could cause significant legal and reputational risk.

These risks are especially concerning for smaller businesses that might, for example, be tempted to take on the emerging AI agentic systems. These allow users to set business goals and leave the AI to plan and action them. Without the expertise, time and resources to fully understand AI’s impacts, or adopt its benefits in a systematic and trustworthy way, small businesses might be left behind or exposed to unforeseen risks.

This is where standards can have a role.

How AI standards can benefit your business

AI standards provide structured guidelines that help businesses deploy AI ethically, securely, and compliantly. As always, standards represent agreed best practice.

Crucially, they can also mitigate issues like bias in decision-making, privacy breaches, and concerns about lack of transparency. So how do they do it?

Firstly, adhering to AI standards can strengthen your customer relationships. When your customers know that your business is using AI responsibly and transparently, they are more likely to trust your products and services. In turn, this trust can help build loyalty and a solid reputation in your market.

Second, AI standards can help improve the operational efficiency and quality of any AI deployment. For example, BS ISO/IEC 5339 provides guidance for identifying the context, opportunities and processes for developing and applying AI applications. This makes it easier to select the tools that best fit your business and avoid wasting resources on ineffective or risky technologies.

Third, because standards like BS EN ISO/IEC 42001 provide clear development frameworks and agreed ways of doing things, they reduce uncertainty. In turn, this drives innovation, increases interoperability, delivers economies of scale, and enhances consumer trust.

What about regulation?

Finally, AI standards ensure that your business is prepared for the arrival of AI legislation. This is especially important as laws around AI are still evolving as the government develops a “regulatory regime that addresses risks and actively supports innovation.”

Whilst the UK doesn’t yet have any general statutory regulation of AI, it already influences existing regulation in some areas. For example, the General Data Protection Regulations (GDPR), which govern the collection and use of consumer data, place some restrictions on automated decision-making. And the Online Safety Act applies to any AI-generated text, audio, images or videos that are shared by users on a user-to-user service.

By following established standards, businesses can ensure they are well-positioned to meet current and future legal requirements and reduce the risks associated with emerging technologies.

Where to start with AI standards

Several key AI standards are particularly relevant for businesses just getting started on AI adoption:

• BS EN ISO/IEC 42001: provides a certifiable AI management system framework. Designed to help businesses and society get the most out of AI, while also reassuring stakeholders that systems are being developed responsibly.

• BS EN ISO/IEC 22989: defines key concepts and terminology for AI systems, offering a common language for businesses across industries.

• BS ISO/IEC 5339: provides guidance on identifying the context, opportunities and processes for developing and applying AI applications. Emphasizes stakeholder engagement.

• BS EN ISO/IEC 23894: provides guidance on how organizations that develop, produce, deploy or use products, systems and services that utilize AI can manage risk specifically related to AI.

These standards (and others like them) help ensure AI systems are not only effective, but align with ethical practices and legal requirements. They can help you reduce uncertainty, enhance performance, and make more informed decisions about AI adoption.

Join the AI debate at the BSI Standards Conference

AI adoption is a rapidly evolving process and staying informed is crucial. To explore the role of AI standards in protecting consumers, join us at the BSI Standards Conference, Awards & AGM on 21 May 2025 at the Royal Garden Hotel, London.

Themed around the topic ‘Protecting Consumers in the Age of AI’, the conference presents a chance to engage with experts in the latest consumer, AI and standardization issues and solutions.

We invite you to spend a day exploring the importance of protecting consumers in the age of AI and the role of standards in a fair society. Book your place here.

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