‘Trust is not a soft metric’: How trust will shape the future of AI adoption

Rob Brown from Reputation Inc argues that trust not technological advancements will shape the future of AI adoption.

Artificial intelligence (AI) is no longer a futuristic concept. It is already embedded in our lives, from virtual assistants and customer service bots to autonomous vehicles and predictive analytics. Yet, as AI becomes more powerful and pervasive, the question is no longer just what it can do, but whether we can trust it to act in our best interests.

For years, the AI race has been driven by speed, scale and sophistication. But as the stakes rise, from misinformation and bias to existential risks, the public, investors and regulators are demanding more than innovation. They want assurance. They want to know that the companies building these systems are doing so with safety, ethics and humanity in mind.

The Centre for AI Safety, backed by global tech leaders, has warned that AI poses risks on par with pandemics and nuclear war. That is not hyperbole. It is a call to action. Yet in the absence of robust regulation, we are left relying on market forces and corporate responsibility to steer AI development in a responsible direction.

This is where trust becomes critical. Companies such as OpenAI, Google and Anthropic must go beyond technical excellence. They must demonstrate a commitment to ethical design, inclusive governance and transparent safeguards. Doing so will not only protect society, it will unlock commercial advantage.

Governments are more likely to partner with companies that show leadership in safety and ethics. Investors, increasingly guided by environmental, social and governance principles, favour companies that mitigate reputational and regulatory risks. Consumers and enterprise clients are actively seeking AI solutions that are understandable, fair and safe.

The numbers speak volumes. OpenAI’s reported $6bn-dollar secondary stock sale, valuing the company at $500bn, shows the appetite for AI investment. But reputation is the multiplier. The more trust a company earns, the higher its valuation and market access.

In Ireland, where innovation and integrity are deeply valued, businesses must take note. Our research shows that Irish stakeholders expect AI to be developed with clear ethical boundaries, community input and transparent oversight. This is not just a moral imperative. It is a strategic one.

To build trust, AI companies must take a proactive and transparent approach to governance, ethics and safety. This begins with engaging governments to co-design regulatory frameworks that strike a balance between innovation and public protection. It also means including a diverse range of voices in oversight structures, such as ethicists, economists, technologists and community representatives, to ensure inclusive and well-rounded decision-making.

Collaboration across the industry is essential, particularly in developing safety standards that promote peer accountability and alignment on best practices.

Companies must clearly define and enforce prohibited uses of their technologies, including hate speech, fraud and illegal activity, and report transparently on how these policies are upheld.

Equally important is providing users and regulators with clear, accessible explanations of how AI models make decisions, what they are used for and what their limitations are.

Monitoring real-world performance and responding quickly to emerging risks such as bias, misuse or unintended consequences is vital to maintaining public confidence.

Finally, conducting thorough pre-launch risk assessments, similar to environmental impact reports, and publishing the findings for public scrutiny will demonstrate a genuine commitment to safety and accountability.

These steps are not just about risk mitigation. They are about building reputation equity – a reservoir of public trust that fuels resilience, growth and leadership. At Reputation Inc, we believe that the companies that lead on trust will lead on value. They will be the ones governments want to work with, investors want to back and customers want to adopt.

Trust is not a soft metric. It is a strategic asset. It influences everything from regulatory cooperation and public endorsement to investor confidence and customer loyalty.

Companies that fail to signal a clear commitment to safety risk losing public trust, facing stricter regulations, deterring investors and suffering reputational damage.

Without transparent safeguards, misuse and bias may proliferate, triggering backlash, legal challenges and reduced market access. Innovation could stall, and long-term commercial viability could be compromised.

There is also the catastrophic worst-case scenario where AI pushes society to the brink of an existential crisis, and those who designed, supported or financed the technology are held responsible in the court of public opinion. That is not a risk any company should take lightly.

The good news is that the incentives are aligning. Businesses and public institutions want to partner with trustworthy AI providers. Investors want to back companies that demonstrate ethical leadership. Customers want to adopt technology that is safe, transparent and aligned with their values. That virtuous cycle creates commercial rewards, societal value and global leadership – just so long as it is done the right way.

The company that balances technological prowess with embedded safety initiatives and alignment with humanity’s best interests will very likely go on to become the most valuable

By Rob Brown

Rob Brown is an associate partner in Reputation Inc, a leading international consultancy specialising in stakeholder solutions and reputation management. He leads the firm’s trust, reputation and business intelligence practice in Ireland where he has worked with many of world’s leading technology companies.

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