While optimism around GenAI and its benefits is widespread, concerns about data privacy, personal data misuse and security risks remain top of mind for users. In fact, most users (67%) view privacy and security as essential factors in trusting these tools.   

Notably, 67% of users express concerns regarding deepfakes and misinformation, while 65% worry about data privacy and the misuse of personal data. However, government regulations like the EU AI Act are seen as potential trust builders. To assist organisations in better understanding their compliance obligations, Deloitte performed a deep-dive study of the EU AI Act. 

Organisations must take a proactive approach to user protection by minimising data collection and ensuring clarity in data usage. Ensuring accuracy, transparency, and explainability are vital in building trust. 

Many organisations acknowledge the potential of GenAI, but its practical implementation is still in the early stages. While 42% of employees who use GenAI indicate that their organisation promotes its use, only 33% use these tools for work-related tasks. 

Employees using GenAI report improvements in efficiency (36%), quality (35%), and innovation (34%). These perceived benefits have prompted half of the respondents to use free external GenAI tools, with one-third accessing tools owned by other companies through personal accounts. 

As organisations navigate their AI transformation, prioritising cultural evolution is crucial. AI should be integrated as a skill across all levels. To establish an effective AI change agenda, organisations must define clear ground rules for responsible AI use. Implementing enterprise AI fluency programmes will be key to reducing reliance on unsanctioned GenAI tools.