Safe use of AI in the Workplace: Guidelines are Essential
Generative AI is rapidly gaining popularity across Europe and the Netherlands. Deloitte’s recent study, Trust in Generative AI, surveyed over 30,000 participants across Europe and found that about two-thirds of both the Dutch (65 percent) and European (66 percent) populations are familiar with the technology. Tools like ChatGPT are widely applied for personal use, such as generating ideas or finding information. Around 30 percent of the respondents use AI tools on a weekly basis.
Notably, there is a significant difference between personal and professional use: while 47 percent use GenAI for personal activities, only 23 percent employ it for work-related tasks.
Optimism and fear
Optimism about GenAI is significant. Employees already experience how GenAI allows them to work more efficiently and creatively. Most GenAI users in the Netherlands are convinced it will, in the next two years, make their work easier (77 percent) and more enjoyable (77 percent), and that it may automate some tasks (45 percent).
At the same time, there is distrust about GenAI. People trust it more for simple tasks such as summarizing, but are more hesitant with higher-risk applications, such as financial advice. Respondents' main concerns include deepfakes, misinformation, privacy breaches and inaccurate results. Interestingly, those who actively use AI technology tend to have a more positive view of its benefits. Non-users probably are apprehensive about the unknown.
To avoid falling behind in productivity and losing talent, companies should conceptualize what AI means for them. Companies would be best served by creating environments where employees feel comfortable experimenting with AI and can embrace it in a safe and structured way, ensuring the safe and responsible use of their data. Clear guidelines and policies around the responsible use of generative AI are essential, along with investing in training to familiarize employees with AI.
No policy
A cause for concern is that about a quarter of organizations have not yet formulated the guidelines crucial to using generative AI.
The European AI Act, which came into effect on August 1, 2024, has prompted many Dutch companies to reconsider their (Gen)AI strategies. However, Deloitte cautions companies not to focus solely on this legislation. In addition to the new AI legislation, existing legislation, such as regulations around copyright, discrimination, employee rights and human safety, will continue to apply to AI systems. Furthermore, reliable AI use is not only about legal compliance; it also requires a deep commitment to robust and ethical practices. As to AI, every company needs a clear vision for its use, along with policies and guidelines, as an essential step toward becoming future-proof in this area.
This research by Marc Verdonk and Sjoerd Kampen, both partners at Deloitte, was published in Management Scope 01 2025.