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UK Government sets out 'flexible' AI rules, with no single regulator

Sophie Smith
30 March 2023

The government has set out plans to regulate artificial intelligence, moving away from the implementation of legislation over fears of "placing undue burdens on businesses".

Artificial intelligence covers computer systems that are able to do tasks that would usually need human intelligence. Over the years, the retail industry has seen an uplift in the adoption of AI technology to elevate retail experiences

Last year, AI contributed £3.7 billion to the UK economy. However, as this technology continues to evolve, questions have been raised about the future risks it could pose to people's privacy, human rights and safety.

Instead of having a new single regulator overseeing AI governance, the Department for Science, Innovation and Technology wants existing regulators to establish their own approaches to help guide the responsible development and use of AI across different sectors of the economy.

These approaches will rely on collaboration between government, regulators and businesses. Initially, the government said it will not introduce new legislation as "rushing to legislate too early" would "risk placing undue burdens on businesses".

The white paper outlines five principles:

  • Safety, security and robustness
  • Transparency and "explainability"
  • Fairness
  • Accountability and governance
  • Contestability and redress

The government's approach to regulating AI is designed to "strengthen the UK’s position as a global leader in artificial intelligence, harness AI’s ability to drive growth and prosperity, and increase public trust in these technologies".

Over the next six months, it will design and publish an AI Regulation Roadmap, including monitoring and coordinating implementation of the principles. Whilst over the next year, regulators will issue guidance to organisations to set out how to implement these principles in their sectors.

Michelle Donelan, Secretary of State for Science, Innovation and Technology, said: "Most of us are only now beginning to understand the transformative potential of AI as the technology rapidly improves. But in many ways, AI is already delivering fantastic social and economic benefits for real people.

"To ensure we become an AI superpower, though, it is crucial that we do all we can to create the right environment to harness the benefits of AI and remain at the forefront of technological developments. That includes getting regulation right so that innovators can thrive and the risks posed by AI can be addressed.

"Our white paper and our vision for a future AI-enabled country is one in which our ways of working are complemented by AI rather than disrupted by it."

Read TheIndustry.beauty's feature on How AI and AR are revolutionising the beauty industry.


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