The key element is 'trust' (which they could have put in the headline, but then it wouldn't be clickbait). "AI only works with continuous feeding of data... If that data does something to break consumer trust then the relationship can be difficult to repair. Customers value human qualities like morality and fairness, but AI algorithms don't always deliver." The argument here is that AI is here to stay because it delivers return on investment (ROI), and if that ROI is threatened by lack of trust, then the ethical framework will be put in place to ensure trustworthiness. "Businesses that focus on user experience in their AI products have the most to gain in the years ahead." Not sure I believe it, but there it is.
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