Safe and Ethical AI (SEA) Platform Network · Linking Artificial Intelligence Principles (LAIP)

4. Privacy Protection

Sony, in compliance with laws and regulations as well as applicable internal rules and policies, seeks to enhance the security and protection of customers' personal data acquired via products and services utilizing AI, and build an environment where said personal data is processed in ways that respect the intention and trust of customers.

Principle: Sony Group AI Ethics Guidelines, Sep 25, 2018

Published by Sony Group

Related Principles

5. Privacy and Data Governance

AI systems should have proper mechanisms in place to ensure data privacy and protection and maintain and protect the quality and integrity of data throughout their entire lifecycle. Data protocols need to be set up to govern who can access data and when data can be accessed. Data privacy and protection should be respected and upheld during the design, development, and deployment of AI systems. The way data is collected, stored, generated, and deleted throughout the AI system lifecycle must comply with applicable data protection laws, data governance legislation, and ethical principles. Some data protection and privacy laws in ASEAN include Malaysia’s Personal Data Protection Act 2010, the Philippines’ Data Privacy Act of 2012, Singapore’s Personal Data Protection Act 2012, Thailand’s Personal Data Protection Act 2019, Indonesia’s Personal Data Protection Law 2022, and Vietnam’s Personal Data Protection Decree 2023. Organisations should be transparent about their data collection practices, including the types of data collected, how it is used, and who has access to it. Organisations should ensure that necessary consent is obtained from individuals before collecting, using, or disclosing personal data for AI development and deployment, or otherwise have appropriate legal basis to collect, use or disclose personal data without consent. Unnecessary or irrelevant data should not be gathered to prevent potential misuse. Data protection and governance frameworks should be set up and adhered to by developers and deployers of AI systems. These frameworks should also be periodically reviewed and updated in accordance with applicable privacy and data protection laws. For example, data protection impact assessments (DPIA) help organisations determine how data processing systems, procedures, or technologies affect individuals’ privacy and eliminate risks that might violate compliance7. However, it is important to note that DPIAs are much narrower in scope than an overall impact assessment for use of AI systems and are not sufficient as an AI risk assessment. Other components will need to be considered for a full assessment of risks associated with AI systems. Developers and deployers of AI systems should also incorporate a privacy by design principle when developing and deploying AI systems. Privacy by design is an approach that embeds privacy in every stage of the system development lifecycle. Data privacy is essential in gaining the public’s trust in technological advances. Another consideration is investing in privacy enhancing technologies to preserve privacy while allowing personal data to be used for innovation. Privacy enhancing technologies include, but are not limited to, differential privacy, where small changes are made to raw data to securely de identify inputs without having a significant impact on the results of the AI system, and zero knowledge proofs (ZKP), where ZKP hide the underlying data and answer simple questions about whether something is true or false without revealing additional information

Published by ASEAN in ASEAN Guide on AI Governance and Ethics, 2024

6. We place data protection and privacy at our core

Data protection and privacy are a corporate requirement and at the core of every product and service. We communicate clearly how, why, where, and when customer and anonymized user data is used in our AI software. This commitment to data protection and privacy is reflected in our commitment to all applicable regulatory requirements as well as through the research we conduct in partnership with leading academic institutions to develop the next generation of privacy enhancing methodologies and technologies.

Published by SAP in SAP's Guiding Principles for Artificial Intelligence, Sep 18, 2018

3. Provision of Trusted Products and Services

Sony understands the need for safety when dealing with products and services utilizing AI and will continue to respond to security risks such as unauthorized access. AI systems may utilize statistical or probabilistic methods to achieve results. In the interest of Sony’s customers and to maintain their trust, Sony will design whole systems with an awareness of the responsibility associated with the characteristics of such methods.

Published by Sony Group in Sony Group AI Ethics Guidelines, Sep 25, 2018

4. Privacy and security by design

AI systems are fuelled by data, and Telefónica is committed to respecting people’s right to privacy and their personal data. The data used in AI systems can be personal or anonymous aggregated. When processing personal data, according to Telefónica’s privacy policy, we will at all times comply with the principles of lawfulness, fairness and transparency, data minimisation, accuracy, storage limitation, integrity and confidentiality. When using anonymized and or aggregated data, we will use the principles set out in this document. In order to ensure compliance with our Privacy Policy we use a Privacy by Design methodology. When building AI systems, as with other systems, we follow Telefónica’s Security by Design approach. We apply, according to Telefónica’s privacy policy, in all of the processing cycle phases, the technical and organizational measures required to guarantee a level of security adequate to the risk to which the personal information may be exposed and, in any case, in accordance with the security measures established in the law in force in each of the countries and or regions in which we operate.

Published by Telefónica in AI Principles of Telefónica, Oct 30, 2018

· Right to Privacy, and Data Protection

32. Privacy, a right essential to the protection of human dignity, human autonomy and human agency, must be respected, protected and promoted throughout the life cycle of AI systems. It is important that data for AI systems be collected, used, shared, archived and deleted in ways that are consistent with international law and in line with the values and principles set forth in this Recommendation, while respecting relevant national, regional and international legal frameworks. 33. Adequate data protection frameworks and governance mechanisms should be established in a multi stakeholder approach at the national or international level, protected by judicial systems, and ensured throughout the life cycle of AI systems. Data protection frameworks and any related mechanisms should take reference from international data protection principles and standards concerning the collection, use and disclosure of personal data and exercise of their rights by data subjects while ensuring a legitimate aim and a valid legal basis for the processing of personal data, including informed consent. 34. Algorithmic systems require adequate privacy impact assessments, which also include societal and ethical considerations of their use and an innovative use of the privacy by design approach. AI actors need to ensure that they are accountable for the design and implementation of AI systems in such a way as to ensure that personal information is protected throughout the life cycle of the AI system.

Published by The United Nations Educational, Scientific and Cultural Organization (UNESCO) in The Recommendation on the Ethics of Artificial Intelligence, Nov 24, 2021