Generative AI (GenAI) has revolutionized the business landscape by offering advanced algorithms to create and manipulate content ranging from text to voice, images, video, code, and so much more, and driving significant innovation and productivity. But no good deed goes unpunished, and this technological leap has brought substantial data privacy concerns that AI security professionals must address to protect their organizations and maintain stakeholder trust. Adherence to data protection regulations like the EU’s General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) is increasingly important as the technology keeps expanding into newer and more nuanced areas. 

Best-practice Before a Breach

These regulations mandate stringent controls over how personal data is collected, processed, and stored, emphasizing the importance of obtaining explicit consent and ensuring data minimization. The GDPR, for instance, requires organizations to implement appropriate technical and organizational measures to safeguard personal data against unauthorized access and breaches​​. Organizations also need robust internal data security practices, such as privacy-by-design principles, in which privacy considerations are embedded into every stage of AI system development. Anonymizing data, minimizing data collection, and enforcing strict access controls are essential strategies, and conducting regular audits and risk assessments can help identify vulnerabilities and ensure compliance with evolving privacy standards​. 

Organizational risks can extend outside the organization, too, given GenAI’s ability to process and generate data. Of significant concern is the potential for these systems to inadvertently produce content containing sensitive information from their training data. For instance, large language models (LLMs) like ChatGPT have been known to memorize and regurgitate personal data, leading to privacy violations if not properly managed​​. Enabling the use of unvetted GenAI tools—”shadow AI’’—in business environments is practically asking for compliance breaches and data leaks to occur, so steps must be taken to develop and enact comprehensive risk management strategies​​. 

New Technology Requires New Tools

The Cisco 2024 Data Privacy Benchmark Study highlights the growing concerns around GenAI, with many organizations recognizing the need for new data management techniques to preserve customer trust. According to the study, 63% of organizations have established limitations on what data can be entered into GenAI systems, and 27% have banned their use altogether due to privacy concerns​​. This demonstrates a proactive approach to mitigating risks and ensuring compliance with privacy regulations, but outright banning these tools can lead to shadow AI, creating a vicious circularity. 

Research from consultants McKinsey points out that businesses are increasingly aware of the risks of GenAI, particularly regarding data privacy, intellectual property (IP) infringement, and cybersecurity; about 44% of organizations have experienced negative consequences because of it. That draws a pretty clear line to the need for rigorous governance and risk mitigation practices​. GenAI isn’t going anywhere; it’s going everywhere. It’s not going to go away, become unpopular, or be banned, even in nations that would like to do exactly that. Because it will remain a part of the landscape and continue to evolve, the imperative of data privacy cannot be overstated. Regulations will become more stringent, certainly, but the technology itself will continue to introduce or enable novel challenges and risks. For security professionals, this means implementing adaptable AI security protocols and systems that can evolve with regulatory changes and technological advancements. 

Comprehensive AI Security as a Cornerstone

The ability to safeguard data is rapidly becoming a cornerstone of creating consumer and stakeholder trust and ensuring the ethical use of AI. Making a commitment to privacy will likely be a factor that defines a successful and ethical adoption of GenAI technologies in the very near future. Our cutting-edge AI runtime security solutions, including AI Guardrails with observability and real-time monitoring and auditing, can help your company thrive in an AI-driven future.