AMPLYFI. (credfit image/Pixabay/ Brian Merrill)The vast majority (80%) of knowledge workers admit to making business decisions based on information they aren’t entirely sure about. That’s according to a study from AI-powered market intelligence platform AMPLYFI.

Knowledge workers are reliant on search engines, social media, and third-party research to make critical business decisions. Validating this wide variety of content is considered the number one priority (54%) as it forms the basis of this decision-making. Despite this, 88% say they only discover information is inaccurate after putting plans in place.

AMPLYFI commissioned an independent research house Censuswide to poll 100 decision makers within businesses of at least 250 people. The purpose of the research is to benchmark how selective knowledge workers are about the content they read and trust.
Paul Teather, AMPLYFI’s CEO, said: “Trustworthy content is in danger of being an echo chamber of what lots of peers are seeing and thinking. A truly original and independent view can only be taken with a wider appraisal of the available content. Even if some of the insight makes for uncomfortable reading.”

The study found that 93% of knowledge workers are confident that they are accessing the most relevant resources available to them. However, only 6% frequently go past the first page of a Google search to find relevant results. Furthermore, only two in 10 (21%) choose to explore new channels.

Fighting a bigger battle

64% of knowledge workers fear that navigating the increasing volume of content around their industry is becoming unsustainable. This is expected to only get worse as the datasphere grows. At the same time, trust in technology is at an all-time high, with 86% of knowledge workers deeming AI platforms to be altogether trustworthy.

Paul Teather, CEO at AMPLYFI

However, the AI industry is fighting a bigger battle, as 78% believe that popular Generative AI models like ChatGPT are actually eroding people’s trust in AI. Teather added, “These AI tools are chasing the broadest possible user base. They are essentially B2C tools that can also be used by organisations. However, this use has to be carefully managed so as not to undermine the truly transformative potential of the technology when applied to a specific use case.”

Survey respondents reveal that the primary benefit of AI for market intelligence is faster data analysis (44%). Respondents also suggested making it easier to identify market opportunities (38%) and improving the accuracy of research (38%). 81% state that generative AI provides accurate and relevant intelligence and insight. The most common measure of trust is that it has been externally validated and fact-checked (37%), which trustworthy AI can offer.

Teather concludes: “In every organisation, knowledge workers are under pressure to become more effective, to take shortcuts, to “hack” processes. Consequently, we have to make sure that these steps do not undermine the very things they sought to benefit. We believe that AI unlocks huge potential to solve both a volume and quality challenge in the content space.”

Enterprise Times: What this means for businesses

Enterprises’ need for data is growing at an exponential rate. This means it is nearly impossible to navigate it manually. Combine this with the pressure on Market Intelligence Teams to support other business functions with industry-specific knowledge, such as sales, and the challenge grows seemingly insurmountable. However, the challenge lies not just in finding the information they need, it is also in discerning its credibility. Trust is a shortcut. In a business context, it means we don’t feel the need to spend time checking. But trust is hard to win and easily lost.

The question, ‘Who and what can you trust?’ has never been more urgent or more relevant. Content is king again, and online content is set to be forever changed by artificial intelligence. AMPLYFI’s research reveals the discrepancies in determining content credibility, leaving businesses at risk of misplaced confidence. The report highlights how businesses operate in a world where reliable content is increasingly hard to come by. Furthermore, judging the reliability of sources and information is becoming increasingly complex.



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