At eBay, ethical AI practices have been part of the core DNA of our business from the start. We are dedicated to advancing technology responsibly and setting the standard for the development and use of AI in ecommerce. As AI continues to transform industries across the globe, the need to ensure that these technologies are reliable, ethical, and trustworthy has never been more urgent.  

The Importance of Trust in AI 

Trust is the firm belief that someone or something – whether an individual, a company, or a technology is reliable, truthful, and capable. In the context of AI, trust is paramount because the consequences of failure can be severe. Companies that fail to ensure their AI systems are fair, transparent, and free from bias risk damaging their reputation, facing regulatory scrutiny, and losing customer loyalty.  

Trusted companies, on the other hand, enjoy numerous benefits. They have more loyal customers, lower employee turnover, higher revenue, and ultimately, a greater market value. In short, trust is a cornerstone of business success.  

Stakeholders in Trust and eBay’s Approach 

eBay has developed a comprehensive approach to build and maintain a strong sense of trust across multiple stakeholder groups.  

• Users: Customers are well-educated and know their rights. They ask detailed questions about how their data is used and expect transparency in the AI-driven functionalities offered. To meet these expectations, eBay adheres to Responsible AI (RAI) principles when implementing new products or functionalities. 
• Employees: The workforce is equally informed and often asks specific, probing questions about how AI is implemented within the company. eBay’s RAI principles are embedded in its team culture, ensuring transparency and ethics are carefully considered in its AI practices to better foster trust among employees.  
• Regulators: Regulators, particularly in Europe, are digging deeper into how companies use AI. They are no longer satisfied with surface-level compliance; they want to understand the data flows, algorithms, and monitoring processes behind AI systems. eBay proactively engages with regulators, ensuring its AI systems meet the highest standards of accountability and transparency. For example, as a reflection of its commitment to responsible AI, eBay signed the voluntary AI Pact with the EU Commission in February.
• Investors and Shareholders: Over the past few years, investors have become increasingly keen on privacy, responsible AI, and ethical practices. eBay addresses these concerns by adopting a high-watermark approach, which includes the implementation of the EU AI Act globally to simplify compliance, reduce complexity, and offer users and employees an overall responsible AI experience.  
• Media: All around the globe, the media is quick to spotlight AI-related controversies, whether it is discriminatory algorithms or product safety issues. eBay ensures its external and internal-facing AI systems are robust and adhere to RAI principles.  

eBay is uniquely positioned as a global tech company with decades of insights to inform the development of its own large language models (LLMs) while also leveraging third-party AI from providers like OpenAI and Microsoft. With over 200 teams worldwide working on AI functionalities, eBay is deeply invested in this space. For example, the ‘Shop the Look’ feature in the U.S. and U.K. allows users to shop fashion via specific, personalized style recommendations that are identified through visually similar products on eBay, showcasing how AI can enhance the user experience while maintaining trust.  

Lessons from AI Failures 

Although AI offers immense potential, it also comes with significant risks, as demonstrated by several real-world examples where things have gone wrong.  

One such instance involved a supermarket chain in New Zealand that used an AI-driven product recommendation tool. The tool, designed to suggest recipes based on a budget, recommended adding washing detergent and glue to a family soup recipe. This incident underscores the critical importance of ensuring AI outputs are safe, accurate, and aligned with user expectations.   

Another example is the controversy surrounding a recent third-party video call feature, which can analyze meeting participants’ facial expressions, filler words, and question quality. Our decision to reject the feature was driven by concerns about privacy and the potential misuse of sensitive data. This case highlights the ethical dilemmas companies face when deploying AI tools that intersect with employee privacy and trust. 

AI’s potential for discrimination was starkly illustrated by a recent incident involving an MIT student of Asian descent. She used an AI photo app to transform a casual picture into a professional headshot, only to have the tool lighten her skin to appear European. This incident serves as a stark reminder of the biases that can be embedded in AI systems, leading to discriminatory outcomes that can harm individuals and damage a company’s reputation.   

Emerging risks in AI further complicate the landscape. Recent advancements have shown that AI can predict sexual orientation from a single photo with over 90% accuracy or detect diabetes from just 10 seconds of a person’s voice. These capabilities raise profound privacy and ethical concerns, particularly in regions where such information could be used against individuals, such as in countries where homosexuality is criminalized. As AI continues to evolve, its ability to make highly sensitive inferences from minimal data will force individuals and organizations to rethink how they share information, whether through written letters or brief phone calls.     

These examples illustrate the dual nature of AI: while it holds immense promise, it also carries significant risks that must be carefully managed. Companies must prioritize ethical considerations, accuracy, and transparency to avoid unintended consequences and build trust in their AI systems.

The Role of Lawmakers and Responsible AI 

Lawmakers worldwide are actively addressing the challenges posed by AI. The OECD reports over 1,000 lawmaking initiatives globally, with the European AI Act already in force since August 2023. In the U.S., states like California and Colorado are enacting their own AI laws.  

To navigate this complex regulatory landscape, companies should adopt an RAI framework. This involves:  

• Creating an AI inventory to understand all AI use cases within the organization.  
• Categorizing AI applications by risk level (high, medium, low) and prioritizing assessments accordingly.  
• Establishing clear AI principles, such as transparency, fairness, and accountability.  
• Implementing robust governance structures, including regular audits and employee training. 

At eBay, a dedicated team assesses AI use cases daily. Functionalities that could potentially involve AI risk are also reviewed regularly.  

Key Takeaways for Business Leaders

• Prioritize Responsible AI: Develop a comprehensive RAI framework that includes inventory management, risk categorization, and regular monitoring.  
• Focus on Accuracy and Ethics: Balance the pressure to launch AI tools quickly with the need for accuracy and ethical considerations.  
• Engage Stakeholders: Involve employees, users, and potentially regulators in the AI development process to build trust and ensure transparency.  
• Leverage AI for Trust-Building: Use AI to enhance trust, e.g., for verifying user-generated content. 
• Adopt a High-Watermark Approach: Implement strict regulations (e.g., the European AI Act) globally to simplify compliance, reduce complexity, and ultimately to offer users and employees a safe and responsible AI experience.  

As AI continues to reshape the world, trust will remain a critical differentiator for businesses. By prioritizing responsible AI practices, engaging stakeholders, and staying ahead of regulatory developments, companies can build and maintain the trust of their customers, employees, and partners. At eBay, the commitment is to lead by example, ensuring that AI systems are not only innovative but also ethical, transparent, and trustworthy.    

The key to success in this new era is to embed trust into every aspect of AI development and deployment. By doing so, companies can unlock the full potential of AI while safeguarding the values that matter most to their stakeholders. Responsible AI is not just a compliance requirement – it is a business driver that fosters innovation, builds customer loyalty, and ensures long-term success.  

This speech was delivered by Dr. Anna Zeiter at bluegain’s exclusive CxO Luncheon 2025 during the World Economic Forum’s Annual Meeting in Davos.

 / About the Speaker

• Dr. Anna Zeiter is the Chief Privacy Officer and VP for Privacy, AI & Data Responsibility at eBay Inc., and a board member of eBay Marketplaces GmbH. A renowned expert, she speaks at global Privacy and AI conferences and teaches at universities like Bern, St. Gallen, and Stanford. Since 2020, she has served on the board of the IAPP and joined the World Economic Forum’s Digital Transformations Working Group. She also advises Flo Health Inc. on privacy and security. With a Ph.D. in privacy law, a Stanford master’s, and a Harvard AI Leadership certificate, Anna combines legal expertise with tech innovation.