Perception of transparency and inclusivity in Google’s AI by white and non- white users

Artificial Intelligence (AI) has recently emerged as the foundation of user engagement on digital platforms in the current technological era, and Google is setting the standard. This study examines how Google users perceive AI transparency and focuses on potential distinctions between non-white and white users. Even though AI technology is used more often, especially in everyday life, concerns regarding its transparency remain urgent. There is a lack of studies that compare users from different backgrounds, therefore this research makes a comparison between white and non-white Google AI users. To understand users’ opinions on the inclusivity of the user experience and the transparency of Google's AI algorithms, twelve semi-structured interviews were conducted with diverse Google users in the Netherlands. The interview results show differences in how people from various ethnic groups see inclusiveness and transparency. The users who identified as non-white conveyed more skepticism towards Google's AI and its transparency. Through evaluation of inclusivity, they pointed out biases. Interestingly, white users stated that they agreed that Google's AI was transparent and quite inclusive, and they did not have many remarks. Non-white users viewed transparency differently, because of how inclusive the content was, more specifically the lack of equality in inclusivity of users. These findings highlight users' challenges and thoughts when interacting with AI technology and further demonstrate the possibility that present AI systems may unintentionally reinforce racial prejudices, adversely affecting user engagement and trust. The comparison of the two groups allowed a clear distinction in the perception of transparency and how user experience varies across them. This study emphasizes how crucial it is to include a variety of viewpoints while developing AI systems, including the early steps of data training. It is important to improve inclusion and transparency to ensure equal experiences for all users, no matter their cultural background. Due to the topic's recency, there are no studies which would compare users, or evaluate the differences between users based on their background. The study further implies that this issue is rooted within society and there is a lack of awareness of such disproportions. The research concludes with a call for attention towards the importance of AI transparency.