Which? undertook qualitative research using a deliberative approach to understand consumer views on some of the proposed changes to UK data protection law outlined in the consultation. The research focused on two areas:
1) the use of AI to make solely automated decisions about us
Participants appreciated the use of AI when it helped them receive tailored suggestions, such as TV programme recommendations, but were more uncomfortable with automated decisions being made about them solely using AI, such as approval for financial products. After discussing the proposal to remove Article 22 of the UK GDPR, which gives individuals a right not to be subject to a decision based solely on automated processing, participants felt strongly that this should be retained. Participants could see no consumer benefit to removing the right to challenge.