On a recent trip to my hometown in Eastern Canada, my father picked me up at the airport. One of the first things he asked me was, “Is AI going to take everyone’s jobs?”.

When AI, generative AI, and large language models (LLM) have become topics of conversation within the senior citizen community of rural Canada, you know it’s on everyone’s minds. Generative AI, and especially the use of LLMs, is the “new new thing”. It dominates my X (i.e. Twitter) feed and nearly every conversation I have about technology.

There’s justifiably a ton of excitement about the power of generative AI, reminiscent of the introduction of the Internet or the first smartphone. Generative AI is poised to transform how we build products, design drugs, write content, and interact with technology. But as the utilization of AI grows, many governments and companies have raised concerns about the privacy and compliance issues that adopters of these technologies face.

The core challenge posed by generative AI right now is that unlike conventional applications, LLMs have no “delete” button. There’s no straightforward mechanism to “unlearn” specific information, no equivalent to deleting a row in your database’s user table. In a world where the “right to be forgotten” is central to many privacy regulations, using LLMs presents some difficult challenges.

So what does all this mean for businesses that are building new AI-powered applications or AI models?

In this post, we’ll explore this question and attempt to provide answers. We’ll examine the potential impact of generative AI, ongoing compliance hurdles, and a variety of privacy strategies. Finally, we’ll examine a novel approach grounded in the IEEE’s recommended architecture for securely storing, managing, and utilizing sensitive customer PII (Personally Identifiable Information)—the data privacy vault.

Generative AI’s privacy and compliance challenges

Imagine the following scenario: You’ve just copied and pasted sensitive contract details into an LLM to get some quick assistance with routine contract due diligence. The LLM serves its purpose, but here’s the catch: depending on how it’s configured, that confidential contract data might linger within the LLM, accessible to other users. Deleting it isn’t an option, predicting its future use—or misuse—becomes a daunting task, and retraining the LLM to “roll it back” to its state before you shared those sensitive contract details can be prohibitively expensive.

The only foolproof solution?

Keep sensitive data far away from LLMs.

Sensitive information, including internal company project names, core intellectual property, or personal data like birthdates, social security numbers, and healthcare records, can inadvertently find its way into LLMs in several ways:

Training data: LLMs are trained and honed on expansive datasets that often contain PII. Without robust anonymization or redaction measures in place, sensitive data becomes part of the model’s training dataset, meaning that this data can potentially resurface later.
Inference: LLMs generate text based on user inputs or prompts. Much like training data, a prompt containing sensitive data seeps into the model and can influence the generated content, potentially exposing this data.

Privacy laws

AI data privacy is a formidable challenge for any company interested in investing in generative AI technology. Recent temporary bans of ChatGPT in Italy and by companies like Samsung have pushed these concerns to the forefront for businesses looking to invest in generative AI.

Even outside of generative AI, there are increasing concerns about protecting data privacy. Meta was recently fined $1.3 billion by the European Union (EU) for its non-compliant transfers of sensitive data to the U.S. And this isn’t just an issue for companies doing business in the EU.

There are now more than 100 countries with some form of privacy regulation in place. Each country’s privacy regulations include unique and nuanced requirements that place a variety of restrictions on the use and handling of sensitive data. The most common restrictions relate to cross-border data transfers, where sensitive data can be stored, and to individual data subject rights such as the “right to be forgotten.”

One of the biggest shortcomings of LLMs is their inability to selectively delete or “unlearn” specific data points, such as an individual’s name or date of birth. This limitation presents significant risks for businesses leveraging these systems.

For example, privacy regulations in Europe, Argentina, and the Philippines (just to name a few) all support an individual’s “right to be forgotten.” This grants individuals the right to have their personal information removed or erased from a system. Without an LLM delete button, there’s no way for a business to address such a request without retraining their LLM from scratch.

Consider the European Union’s General Data Protection Regulation (GDPR), which grants individuals the right to access, rectify, and erase their personal data—a task that becomes daunting if that data is embedded within an LLM. GDPR also empowers individuals with the right to object to automated decision-making, further complicating compliance for companies that use LLMs.

Data localization requirements pose another challenge for users of LLMs. These requirements pertain to the physical location where customer data is stored. Different countries and regions have precise laws dictating how customer data should be handled, processed, stored, and safeguarded. This poses a significant challenge when using an LLM used for a company’s global customer base.

Data Subject Access Requests (DSARs) under GDPR and other laws add another layer of complexity. In the EU and California, individuals (i.e., “data subjects”) have the right to request access to their personal data, but complying with such requests proves challenging if that data has been processed by LLMs.

Considering the intricate privacy and compliance landscape and the complexity of LLMs, the most practical approach to maintaining compliance is to prevent sensitive data from entering the model altogether. By implementing stringent data handling practices, businesses can mitigate the privacy risks associated with LLMs, while also maintaining the utility of the model. Many companies have already decided that the risks are too high, so they’ve banned the use of ChatGPT, but this approach is shortsighted. Properly managed, these models can create a lot of value.

Privacy approaches for generative AI

To address the privacy challenges associated with generative AI models, there have been a few proposals such as banning or controlling access, using synthetic data instead of real data, and running private LLMs.

Banning ChatGPT and other generative AI systems isn’t an effective long-term strategy, and these other “band aid” approaches are bound to fail as people can find easy workarounds. Using synthetic data replaces sensitive information with similar-looking but non-sensitive data and keeps PII out of the model, but at the cost of losing the value that motivated you to share sensitive data with the LLM in the first place. The model loses context, and there’s no referential integrity between the synthetically generated data and the original sensitive information.

The most popular approach to addressing AI data privacy, and the one that’s being promoted by cloud providers like Google, Microsoft, AWS, and Snowflake, is to run your LLM privately on their infrastructure.

For example, with Snowflake’s Snowpark Model Registry, you can take an open source LLM and run it within a container service in your Snowflake account. They state that this allows you to train the LLM using your proprietary data.

Privacy in the Age of Generative AI

Powered by Wave AI