IEEE Technology and Society Magazine - December 2021 - 21

When presenting what has been done, it should
come from the real people who are doing the
work. Help people know what the governance is
meant to do and be accessible and responsive by
giving people an entry point to engage.
* Be more visible-a belief in the good intention of
a soft law is only as strong as it is visible. Be bold
and clear in what you stand for because trust and
confidence depend on seeing the rules in action.
Use your voice to stand up for citizens and show
what you have created is protecting the public
interest. Being seen as aloof, opaque, or secretive
is a leading cause of distrust, but reticence is a
natural state for regulatory bodies, which may
have to change.
* Help citizens help themselves-AI uses in the private
sector or in business-to-business transactions
can have many secondary consequences to citizens
who are not considered core customers and
to those who are. Address this by giving citizens
information on these uses and a balanced sense
of risk with clear and visible fact checking and
rebuttals for misinformation. Empower people
to know what actions they can and should take
if they are concerned and provide a consistent
way to judge bad actors. The independence and
impartiality of many regulatory bodies or multistakeholder
initiatives makes this guidance more
trusted than that from companies and those with
more vested interests.
* Be more inclusive and listen-listen to what
stakeholders care about and let that dictate what
you focus on, and do this by building direct relationships
not mediated by the media.
* No excuses, do the job you have created the soft
law for-where you need to work with others and
collaborate not compete, you should. Be proactive,
think of consequences, and pay attention to
the world, so you can act quickly and openly.
* Show that your governance is working-most
important of all is to demonstrate how your governance
is delivering good practice and that poor
practice is visibly penalized.
AI soft law creators need be champions of the
public by being connected to it. Showing how ethical
governance is being developed and directed
and how it is being put into action through communications
based on the trust drivers is a powerful
way for anyone looking to provide evidence of their
trustworthiness.
December 2021
As new Technologies emerge and applications
proliferate-AI, gene editing, nanotechnology-
individuals and societies evaluate whether we can
trust them to add something positive to our lives [35].
Governance is what helps give us that confidence.
A system which is trustworthy and citizens can and
do trust will allow socially beneficial innovations to
flourish, ensure risk of harm to people and the environment
is managed, and complex values and ethical
issues resolved in the wider public interest.
We conclude that the earning of trust for AI soft
law will be both a science and an art. The " science "
focuses on institutional alignment with the values
and competencies which drive trust, and the " art "
is the humility and compassion required to engage
with the shifting, sometimes conflicting, ethics and
values of citizens and cultures.

Acknowledgment
TIGTech is an independent initiative, delivered
by SocietyInside, supported by the World Economic
Forum and funded by Fraunhofer Gesellschaft-
Europe's largest group of applied sciences research
institutions. The Fraunhofer Institute for Systems and
Innovation Research is its cocreation partner.
The concept of a research program to explore
trust and the governance of emerging technologies
(as distinct from debates about trust and the technologies
themselves) was developed at the World Economic
Forum Global Future Council (GFC) meeting
in Dubai 2017 by Conrad von Kameke, the then
Director of BioInnovators Europe and Member of the
Biotechnology GFC. The TIGTech report was delivered
primarily by Hilary Sutcliffe of SocietyInside, in
partnership with Fraunhofer ISIS team Ralf Lindner,
Tanja Kaufman, Elna Schirrmeister, Ralph Gutknecht,
Lia Meissner, and Ulrich Smoch, who delivered
the academic anchor document. The ongoing work
on Trust and Tech Governance is being taken forward
by Hilary Sutcliffe.
TIGTech is an independent initiative supported by
the World Economic Forum and funded by Fraunhofer
Gesellschaft. The Fraunhofer Institute for Systems and
Innovation Research is its cocreation partner.
 References
[1] PA Consulting, " Rethinking regulators, from watchdogs
of industry to champions of the public, " 2018. [Online].
Available: https://www.paconsulting.com/insights/2018/
rethinkingregulators/
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https://www.paconsulting.com/insights/2018/rethinkingregulators/ https://www.paconsulting.com/insights/2018/rethinkingregulators/
IEEE Technology and Society Magazine - December 2021

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