According to a recent report by Vodafone Business, the adoption of artificial intelligence (AI) can significantly help companies reduce the so-called Trust Gap between them and their customers. This gap arises when businesses overestimate the level of trust customers have in them, and the findings suggest that AI can play a critical role in bridging this divide.
Conducted in partnership with the London School of Economics, the Fit for the Future Report surveyed 2,359 businesses and 5,289 individual customers across 10 markets and 11 key sectors. The research aimed to assess trust in business and how AI might influence perceptions of trustworthiness.
The report revealed that:
62% of respondents indicated that their trust in organizations increased when generative AI was utilized.
In the U.S., 57% of participants believed AI-savvy businesses were more likely to make accurate predictions.
Just over half (53%) expressed confidence that AI technologies could perform day-to-day tasks more effectively than humans.
To measure trust, the study employed Trust Scores, asking participants to rate organizations on a scale of 1 to 5 based on their agreement with four statements across three trust-related pillars. Businesses were also asked to self-assess their scores according to how they believed customers would rate them.
The Trust Gap was found to average 11 percentage points, highlighting a significant disconnect between perceived and actual customer trust. This gap can translate into tangible business consequences, including missed opportunities and lost revenue. Notably, the report indicated that trust scores improved significantly when customers believed organizations were effectively leveraging technology.
David Joosten, president of Vodafone U.S., remarked, “Trust is the foundation of relationships and affects the choices we make every day.” He emphasized that by embracing technological advancements like AI, businesses can enhance service quality and foster greater customer trust.
As companies increasingly explore the integration of AI, they are discovering new methods to enhance operational efficiencies and customer experiences. The report highlighted that businesses using AI to benefit their customers—such as delivering higher-quality products more quickly and providing accurate customer service—could reduce the Trust Gap by nearly half.
Despite the positive impact of AI on trust, the survey revealed that 62% of U.S. respondents were concerned that relying on these technologies could make organizations feel less human in their interactions. Furthermore, a substantial 76% felt that organizations should be more transparent about how they utilize technology and its effects on customers.
