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Trust in GenAI: European and Dutch trends and challenges

Ignoring the benefits of GenAI is also a risk

  • 23% of European respondents who use GenAI for work purposes indicate that their company does not have any guidance or policies about the use of GenAI in the workplace
  • 65% of Dutch respondents are aware of GenAI
  • Deepfakes key concern among GenAI users
  • 70% of European GenAI users use it for personal tasks, 34% work-related
  • Only 35% of Dutch respondents say their company promotes GenAI use at work.

Rotterdam, 10 October 2024

Today, Deloitte published the results of its survey: " Trust in generative AI". More than 30,000 people from various European countries participated in this study, including 2,760 in the Netherlands. The findings underscore the need for responsible use of GenAI and thorough training to ensure consumers and employees feel confident in using AI tools appropriately, both privately and professionally.

The key findings at a glance:

Large part of Europeans familiar with GenAI tools

 

A significant part of respondents are aware of generative AI tools, including 65% of Dutch and 66% of European respondents. ChatGPT is the most widely recognised tool in the Netherlands at 60%, although this is not far from the European average of 57%. Respondents use GenAI tools for a variety of purposes, with personal use (47%) more common than for work (28% Netherlands, 23% European average). About a third of Dutch GenAI users use GenAI tools at least once a week for both personal use (32%) and work-related (35%). 23% of European respondents who use GenAI for work purposes indicate that their company does not have any guidance or policies about the use of GenAI in the workplace.

Deepfakes biggest concern of GenAI users

 

Respondents are also concerned about the use of GenAI tools. 28% of Dutch respondents using Gen AI are extremely concerned about deepfakes, 22% about the spread of misinformation or fake news, and 18% are very concerned about the potential misuse of personal data.

Marc Verdonk, Chief Technology Officer at Deloitte Netherlands: "If organisations think that just banning GenAI use is the safest route, they will find that employees will use these tools anyway. Not using GenAI is also a risk, partly because it might make you less attractive to talent as a company."

Increased productivity and more efficiency thanks to GenAI

 

European respondents recognise multiple benefits of using generative AI tools, especially business-wise. Key benefits include the ability to complete tasks faster (38%), improve the quality of work (35%), generate new ideas (35%) and use it to support tasks perceived as difficult (29%). These findings highlight the efficiency and productivity gains from the use of GenAI tools.

44% of European respondents who use GenAI for work purposes say their company promotes the use of these tools at work (35% in the Netherlands). 19% state that their company allows but does not promote the use of GenAI. 23% state that their company does not have any guidance or policies about the use of GenAI in the workplace.

Trust in GenAI tools depends on the application

 

Trust in using generative AI tools varies depending on the application. Respondents tend to trust these tools more for generating summaries and providing general information than higher-risk applications such as medical advice or financial recommendations. 73% of European respondents say they are confident in using GenAI, with 19% saying they are very confident in using GenAI tools. However, there remains a portion of users who lack trust, indicating the need for better support and training.

Respondents mainly use Gen AI tools for personal tasks like seeking information (47%) and generating ideas (40%). For work-related tasks, the tools are used to generate ideas (40%), seek information (38%), summarise text (38%) and create and/or edit written content (37%).

Lack of training

 

About 44% indicate that their organisation offers technical/practical training or training focused on the ethical and responsible use of GenAI tools. However, we notice a clear gap in how organisations support employees with training on GenAI.

Unlocking the full power of GenAI

 

As GenAI continues to evolve, it's crucial for businesses to build trust and ensure responsible use. GenAI can holds the potential to revolutionise both consumer and employee experiences. To achieve this, comprehensive training, clear policies and transparent data practices must be put in place. Only by addressing these concerns can organisations fully leverage GenAI for innovation and business success.
Verdonk concludes: “Ultimately, trust is the foundation of any successful AI strategy. By building that trust by a safe adoption, training and transparency, companies will ensure that GenAI becomes a transformative tool, rather than a risk.”

Methodology

 

Nationally representative survey among consumers and employees. Sample size: 1,800 consumers and 1,000 employees per market. Markets surveyed: UK, Ireland, Belgium, France, Germany, Italy, Netherlands, Poland, Spain, Sweden, Switzerland. Fieldwork was carried out by IPSOS MORI in June - August 2024.