Trust in Generative AI: A European and Dutch Perspective

Building Trust in AI: A Crucial Priority

When comparing the Dutch and European results, there are no significant differences. In both the EU and the Netherlands, trust in GenAI varies greatly depending on the application. Low-risk uses, such as generating summaries, tend to be trusted more, while higher-risk applications, like financial advice, raise more concerns. “Trust is not just about technology”, explains Sjoerd Kampen, Director for Trustworthy AI at Deloitte Netherlands. “Companies need to create environments where employees feel comfortable with experimenting and adopting AI in a safe and structured way.

Furthermore, we need to support employees to use GenAI responsibly. About a quarter of the respondents indicated that their organisation does not have any guidance or policies about the use of generative AI. However, this guidance, along with training and creating literacy in AI, are crucial instruments for organisations to make trustworthy use of GenAI."

Deepfakes, misinformation, data privacy concerns and inaccurate results remain key concerns according to the survey’s respondents. Many of them are for example hesitant to trust how their data is managed when interacting with GenAI. Marc Verdonk, Chief Technology Officer at Deloitte Netherlands, points out: “If organisations think that just banning GenAI use is the safest route, they will find that employees will use these tools anyway.”

Our research confirms that half of those familiar with GenAI report that employees in their country often use these tools for work without explicit employer approval. “You can’t ignore the benefits that your employees see, like increased productivity, just because of potential risks of GenAI. People forget that not using GenAI is also a risk, as it might put your attractiveness for talent at risk. What stands out is that while many people are aware of the risks, those who actually use the technology tend to have a more positive view of its benefits. It’s a case of ‘fear of the unknown’ for non-users.”

Efficiency and Innovation in the Workplace

The research highlights that GenAI has immense potential to improve productivity. Key benefits include the ability to complete tasks faster, improve the quality of work, generate new ideas, and free up time for other tasks. “Employees are already seeing how GenAI helps them work more efficiently and support their creativity”, Kampen notes. "Most GenAI users in the Netherlands believe that in the next two years, GenAI will make their jobs easier (77%) and more enjoyable (77%), and may automate some tasks (45%).

However, we notice a clear gap in how organisations support employees with training on GenAI. Only 35% of Dutch respondents say their company promotes generative AI use at work. It's one thing to allow its use, but without support, employees might fail to unlock its full potential.”

For organisations, investing in comprehensive training programmes is essential to ensure that employees can use AI tools effectively and responsibly. However, both Verdonk and Kampen agree that the real value will come when companies move beyond efficiency gains to more transformational changes in their business models.

Verdonk states: “Right now, many organisations are using GenAI to improve existing processes, but the real game-changer will be when companies rethink their business models entirely around AI.” He cites examples of Dutch companies already transitioning from small-scale GenAI use cases to broader AI-driven transformation projects, signalling a shift in how businesses perceive long-term value from GenAI. 

The Need for Regulatory Compliance

The European AI Act, which came into effect on 1 August 2024, has prompted many Dutch companies to evaluate their approach to GenAI. “Regulatory requirements are seen as a challenge”, Kampen says. “However, trustworthy use of AI is not just about being compliant, but having an intrinsic motivation to use AI in a robust and ethical way for your employees and consumers.”

Verdonk adds: “Dutch findings largely align with broader European trends. The fact that we don’t see significant differences in attitudes across Europe is a positive sign that we can create uniform regulations.” Kampen: “Companies come to Deloitte for guidance on how to align their AI practices with these new laws, but we also get a lot of demand from specific sectors. They want to understand the impact of the European AI act on their entire sector, including specific standards that they can comply with and what that means for their AI exposure.”

Another development Deloitte observes regarding regulatory compliance for GenAI solutions is less encouraging. “With the establishment of the European AI Act, organisations tend to forget that other legislation also still applies to AI systems. Some companies consider the AI Act, assess that it doesn’t affect them, and then move on.

However, a lot of other laws on copyright, (positive) discrimination, employee rights, human safety, and so on, still apply. With the democratisation of the use and development of GenAI it is easier than ever to break these rules. Therefore, it is crucial to consider all relevant legislation.”

Unlocking the Full Power of GenAI

As GenAI continues to evolve, Dutch and European companies need to focus on building trust and ensuring responsible usage. While GenAI holds the potential to revolutionise both consumer and employee experiences, it is key to have comprehensive training, clear policies, and transparent data practices to unlock the full potential of GenAI in the workplace. Only by addressing these concerns can organisations truly harness the full power of GenAI to drive 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.”