Assessing AI: What Which? Study Reveals About Accuracy and Trustworthiness
In an age where artificial intelligence (AI) has become an integral part of our daily lives, a recent study by Which? provides crucial insights into the reliability of AI tools in addressing consumer queries. With approximately 25 million adults in the UK actively using AI for online searches, the level of trust placed in these systems ranges from moderate to high. Nevertheless, the study raises significant questions about the accuracy of AI responses across diverse sectors such as finance, legal matters, health, diet, and travel.
Methodology of the Study
The Which? research involved a controlled examination of six prominent AI systems: ChatGPT, Google Gemini, Gemini AI Overview (AIO), Microsoft Copilot, Meta AI, and Perplexity. A total of 40 questions were posed to each tool, and experts in various fields assessed the responses based on several criteria: accuracy, relevance, clarity, usefulness, and ethical responsibility. This rigorous evaluation produced overall scores out of 100 for each AI tool.
The Results
The findings were illuminating yet concerning:
- Perplexity outperformed the rest, securing a score of 71% for accuracy, relevance, clarity, and usefulness.
- Gemini AIO followed closely with 70%, while Google Gemini achieved 69%.
- Microsoft Copilot earned a score of 68%, and ChatGPT garnered 64%.
- Meta AI scored the lowest, with a mere 55%.
Key Inaccuracies Observed
While the overall scores provide a snapshot of AI capabilities, the study revealed critical inaccuracies in various domains:
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Finance: Both ChatGPT and Copilot failed to rectify an incorrect Individual Savings Account (ISA) allowance in one test case. Furthermore, they suggested commercial tax-refund services in addition to government options, potentially misleading users who might prioritize official channels.
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Travel: Discrepancies in travel-related advice surfaced, including incorrect information regarding flight compensation and insurance requirements.
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Legal Issues: Questions surrounding broadband and building services were often met with flawed responses that lacked necessary legal caveats.
- Health and Diet: Recommendations sometimes leaned on outdated or informal sources, including forum posts, which may not be reliable.
Recommendations for Users
Given the discrepancies between AI responses and the trust users often place in these tools, Which? outlines several best practices:
- Clarify Your Questions: Being specific can help the AI understand and provide more accurate answers.
- Review Sources: Always check the sources cited by the AI to gauge their reliability.
- Consult Professionals: For complex issues in finance, law, or health, seeking guidance from qualified professionals is invaluable.
While AI tools can significantly aid in information gathering and summarization, they should not be solely relied upon for critical decisions.
Industry Responses
Representatives from leading AI companies, including Google, Microsoft, and OpenAI, acknowledged the ongoing efforts to refine AI accuracy. They emphasized the importance of professional consultation for sensitive matters, recognizing the role humans still play in decision-making.
In contrast, Meta and Perplexity opted not to provide comments, which may further prompt discussions about accountability and improvement in AI systems.
Conclusion
As AI continues to evolve, the Which? study indicates a persistent gap between the capabilities of these tools and the trust that users often place in them for consumer questions. The findings encourage responsible use of AI, highlighting the necessity for skepticism and proactive engagement in critical matters. Ultimately, while AI can serve as a powerful assistant, human judgment remains essential in navigating complex challenges.
Moving Forward
The landscape of AI is ever-changing; as technology advances, so too must our understanding and expectations. Continued research and transparency in AI capabilities will be vital in fostering trust and maximizing the benefits of these systems.
Disclaimer: This article was drafted with the assistance of AI tools and subsequently reviewed, edited, and published by human authors. As advancements are made, keeping abreast of developments in AI ethics and functionality will be imperative for users and developers alike.
Original article: Read here
2025-11-29 11:58:00