Building trust in AI

In today's rapidly evolving landscape, AI emerges as a pivotal force revolutionising human activity, business operations and societal frameworks. KPMG professionals are working to harness the power of AI and accelerate adoption, but recognise the inherent complexities and potential risks that accompany such advancements.

At the heart of this approach lies KPMG AI Trust services, firmly rooted in a foundation of ethical conduct and responsible practices, guided by a Trusted AI Framework. This framework serves as an anchor, aligning KPMG firms’ services with core values while championing principles of transparency, fairness and accountability.

From conceptualisation to the final deployment, KPMG professionals help navigate through the intricate terrain of leading technologies, cultivating an environment with confidence and trust in AI's transformative capabilities. By identifying avenues for change, devising action plans and adhering to industry benchmarks, KPMG firms’ suite of AI services not only help drive innovation but do so in a manner that is both ethical and responsible.

What we aim to do

Throughout the KPMG global organisation, our approach to Trusted AI includes foundational principles that guide our aspirations in this space, demonstrating our commitment to using it responsibly and ethically.

KPMG's Trusted AI framework

KPMG's Trusted AI framework is how we drive principles into practice – through a continuous process of strategy and development, data enablement, modelling, evaluation, deployment and monitoring.

Our three key principles – and the ethical pillars that help to guide them – are detailed below.

Values-led
Human-centric
Trustworthy

Values-led

We implement AI as guided by our Values. They are our differentiator and shape a culture that is open, inclusive and operates to the highest ethical standards.

Our Values inform our day-to-day behaviours and help us navigate emerging opportunities and challenges.

AI systems should be managed across the AI lifecycle to comply with applicable privacy and data protection legal requirements.

The use of AI systems across the AI lifecycle should be warranted by their purpose, and they should be designed to optimise energy efficiency and minimise carbon emissions.

AI systems should be managed across the AI lifecycle to mitigate bias and promote inclusive engagement for all people.

Human-centric

We prioritise human impact as we deploy AI and recognise the needs of our clients and our people.

We are embracing this technology to empower and augment human capabilities — to unleash creativity and improve productivity in a way that allows people to reimagine how they spend their days.

Across the AI lifecycle, AI systems should include reasonable disclosures so stakeholders are informed when they are interacting with AI, content was AI-generated, or a decision was influenced by AI.

AI systems should provide an understandable explanation for their output, actions, or decisions across the AI lifecycle, with that explanation being appropriate to the use case, context and audience.

AI systems should be governed across the AI lifecycle with appropriate levels of human oversight, upholding standards of professional responsibility and quality.

Trustworthy

We will adhere to our principles and the ethical pillars that guide how and why we use AI across its lifecycle.

We will strive to ensure our data acquisition, governance and usage practices upholds ethical standards and complies with applicable privacy and data protection regulations, as well as any confidentiality requirements.

Data used in AI systems across the AI lifecycle should be acquired and handled in compliance with contractual obligations, applicable laws, and regulations, and assessed for accuracy, integrity, completeness, relevance and quality.

AI systems should perform consistently and at the desired state of precision within their intended scope.

AI systems should be managed across the AI lifecycle in a manner that safeguards against bad actors, misinformation or adverse events.

AI systems should be managed across the AI lifecycle in a manner that safeguards against harm to people, business, property and societal well-being.

KPMG Trusted AI approach

Accelerating the value of AI with confidence by embedding trust, transparency and accountability into every stage of the AI journey. This approach helps organisations innovate responsibly, meet regulatory expectations and deliver meaningful outcomes.