Want to win over both existing and potential customers? Show them you value their privacy rights. And make opting in or out of targeted services and marketing a breeze. Businesses build trust by giving consumers control over their personal information. When you prioritize privacy, everyone wins! How to accelerate the setup and management of complex cookie activities while ensuring compliance with privacy laws in all countries you operate in? How to use consumer trust as a competitive advantage? In this webinar, you will learn: - How to solve the challenge of identifying customers and respecting their choices across devices and browsers - How to ensure a frictionless consent choice experience for your customers - How to manage different and evolving cookie requirements and always stay compliant with data privacy laws - What is Trustworthy AI and why it is important

1. © 2024 TrustArc Inc. Proprietary and Confidential Information.
How to Build Consumer Trust
Through Data Privacy

2. 2
Legal Disclaimer
The information provided during this webinar does
not, and is not intended to, constitute legal advice.
Instead, all information, content, and materials presented during
this webinar are for general informational purposes only.

3. 3
Speakers
Adam Osbourne
Principal Technical Account Manager
TrustArc
Daniela Sanchez
Privacy Knowledge Lead, Law Library
TrustArc
Daniel Lawall
Director of Privacy
Otter Products

4. Agenda
1. Consumer Trust
2. Data Privacy Laws and Compliance
3. Cookie Compliance and Management
4. Security and Breach Management
5. Trustworthy and Ethical AI

5. 5
Consumer Trust
Insights from consumer data:
● Understand preferences, trends, and behaviors
● Use it to:
○ Improve user experience
○ Develop new products and services
○ Personalize advertising
● People have become increasingly conscious of the
significance and worth of their data:
○ They are hesitant to share their personal information.
○ They want to be informed about how organizations are using their data.
○ Privacy has become a critical element in consumers' decision-making process.
○ We expect it to become even more significant as we witness more technological advancements that
could significantly affect consumers' privacy.

6. 6
● Transparency
● Consent
● Individual’s Rights
● Robust Security Measures
● Privacy By Design
Consumer Trust: Data Privacy Laws and Compliance

7. 7
Consumer Trust: Cookie Compliance and Management
People preferred and have more
trust and feel safer when the
cookie notice presented to them
is multiple choice and gives them
the ability to not only accept or
refuse, but also to select what
purposes and partners they
want to accept.
THE IMPACT OF COOKIE NOTICES IN CONSUMER'S TRUST IN NEWS MEDIA WEBSITES by DZ
Troeira · 2021
Approximately 50% users simply accept everything when presented with
the notices and around 55% rarely reads the information given or never.
!

8. 8
Consumer Trust: Security and Breach Management
Data drives business, but breaches drive customers away
Shama Hyder, “How to build customer trust through data privacy and security”

9. 9
AI and the trust landscape
Despite acknowledging the increasing value of AI, consumers' trust in
organizations using AI is on the decline.
60% of consumers have already lost trust in organizations over their AI use. (IAPP)
Customers feel indifferent about trusting brands to keep their
data security safe.
92% of businesses are using AI-driven personalization to drive growth in their
business. However only 51% of consumers trust brands to keep their personal data
security and use it responsibly.(Twilio Segment)
Organizations that prioritize AI transparency, trust, and security
will see a 50% improvement in AI model adoption, business goals,
and user acceptance by 2026. (Gartner)

10. 10
Responsible AI Certification
Navigate the AI Landscape with Confidence and Trust
Framework Highlights
✔First AI certification for data
protection and privacy.
✔Our Responsible AI Certification is
a proprietary framework
incorporating leading regulations and
industry frameworks like EU AI Act,
NIST AI RMF, and OECD AI
Principles, ISO/IEC 42001:2023
✔Covers core principles of
responsible AI: Transparency,
Fairness, Security, and
Accountability.

11. Benefits of
Certification
Regulatory Benefits Organizational Benefits
Cultivate a culture focused on
responsible AI
Demonstrate responsible use of
AI and data protection
Pair Innovation with Data
Protection
Boost brand trust, credibility,
and mitigate risks with AI
goverånance
Alignment with leading
upcoming AI Regulations
and industry frameworks
Build responsible AI governance
into your software development
process
Responsible AI Certification Assessment Criteria
● Valid and Reliable
● Explainable and Interpretable
● Accountable and Transparent
● Privacy-Enhanced
● Fair - with Risk of Harmful Bias Managed
● Safe
● Secure and Resilient

12. 12
Thank You!