Trust has fast become one of the central questions in every serious conversation about AI. Not capabilities. Not efficiency. Trust.
If customers don’t trust how companies deploy AI, they’ll walk away. If employees don’t trust it, they’ll disengage. If enterprises don’t trust their AI providers, they won’t adopt. A recent global KPMG study found that while two-thirds of people now use AI regularly, fewer than half say they’re willing to trust it.
I see this playing out every day in customer experience. Deployed thoughtfully, AI can supercharge a company’s ability to understand customers and build connections that drive loyalty. But when the primary objective is to cut costs and reduce headcount, AI can just as easily alienate customers and destroy the trust that took years to build.
Trust and understanding build on each other. When customers trust you, they share feedback, engage more deeply, and give you the signals that reveal what they actually need. That understanding helps you build better products and experiences, earn more trust, and generate more insights.
Trust is high stakes
