Europeans are optimistic about generative AI but there is more to do to close the trust gap
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Deloitte recently surveyed over 30,000 consumers and employees across 11 European countries to assess their trust in gen AI and readiness to adopt these tools. The findings reveal both optimism and notable concerns about the potential risks, signalling a critical trust gap that businesses must address.
The European generative AI market is growing rapidly, offering immense opportunities, according to the new Deloitte study. This is also confirmed in Deloitte’s State of Generative AI in the Enterprise quarter three report, where 65% of European business leaders confirmed that they are increasing their investments in gen AI due to the substantial value realised so far.
However, gen AI’s success will not be defined solely by which company invests the most or develops the best algorithms. Instead, it will depend on how effectively employees use these tools and how confident consumers are in gen AI’s benefits. Companies must also overcome significant challenges to ensure people feel comfortable with the technology. To ensure gen AI's long-term success, organizations must prioritize responsible implementation and build trust among employees and consumers.
According to the survey, trust, a cornerstone of widespread acceptance, is particularly crucial. As innovation surges, the future of generative AI will depend on closing the trust gap between organisations, consumers, and the employees who rely on these tools. Trust is defined as demonstrating a high degree of competence and the right intent. Both factors are critical for the successful adoption of any innovative technology, especially gen AI. Is the technology reliable, and does it have the interests of its stakeholders in mind?
In Finland, there is significant interest in generative AI and an increased level of investments directed toward GenAI projects to transform businesses and core processes. Organisations are investing resources in enhancing employee engagement and experimenting with GenAI. However, key challenges such as uncertainty and trustworthiness in its application persist, and issues related to data quality, such as accuracy, are also perceived as barriers, hindering adoption and the speed of business transformation enabled by GenAI.
There is also still some need for clarity regarding the tangible business benefits and use cases of GenAI. Many organisations have established policies and trained their personnel in GenAI usage, thereby improving understanding of GenAI applications, permissible uses, and limitations. This approach fosters confidence in GenAI and equips organisations and employees with the necessary tools to integrate GenAI into their daily work. As the adoption of GenAI grows within organisations, the need to implement a robust GenAI governance framework becomes increasingly evident.
— Jouni Viljanen, Generative AI Offering Lead in Finland
The survey outlines a clear path for businesses to build trust and encourage the responsible adoption of gen AI by adopting a trustworthy AI approach, focusing on governance, regulatory compliance, and education.