Going Public: the Role of Public Participation Approaches in Commercial AI Labs

In recent years, discussions of responsible AI practices have seen growing support for "participatory AI" approaches, intended to involve members of the public in the design and development of AI systems. Prior research has identified a lack of standardised methods or approaches for how to use participatory approaches in the AI development process. At present, there is a dearth of evidence on attitudes to and approaches for participation in the sites driving major AI developments: commercial AI labs. Through 12 semi-structured interviews with industry practitioners and subject-matter experts, this paper explores how commercial AI labs understand participatory AI approaches and the obstacles they have faced implementing these practices in the development of AI systems and research. We find that while interviewees view participation as a normative project that helps achieve "societally beneficial" AI systems, practitioners face numerous barriers to embedding participatory approaches in their companies: participation is expensive and resource intensive, it is "atomised" within companies, there is concern about exploitation, there is no incentive to be transparent about its adoption, and it is complicated by a lack of clear context. These barriers result in a piecemeal approach to participation that confers no decision-making power to participants and has little ongoing impact for AI labs. This papers contribution is to provide novel empirical research on the implementation of public participation in commercial AI labs, and shed light on the current challenges of using participatory approaches in this context.