UNLOCKED2025

RIDINGTHEAI

SHOCKWAVE

UNLOCKED2025

GLOBAL

RESEARCH

ATTHELEADINGEDGEOFBRANDCOMMUNICATIONS

Theageofexpectations04

01-Perspectiveiseverything09

02-ThreepillarsofAItrust15

03-Fromdeficittodividend23

04-Beyondwords28

05-Nativeisthenewnormal32

Lookingahead37

WelcomefromRWS’sCEO

Weareenteringadefiningmoment,onewhereAI’spotentialisnolongertheoreticalbutanessentialdriverofbusinesstransformation.Thehypehasgivenwaytoreal-worldimplementation,andnow,businessesmustnavigatethecomplexitiesoftrust,transparencyandmeasurableROI.

AtRWS,AIisnotnewtous,ithasbeenembeddedinourDNAfordecades.WepioneeredAI-poweredtranslationwithLanguageWeaverin2003andhavebeenaleaderinAIdatatrainingservicessince2017andourexpertiseinbothtechnologyandhumaninsightisshapingthe

nexteraofglobalcontentandcommunication.

Theresearchinthisreporthighlightsapowerful

truth:businessesthatintegrateAIresponsiblyand

transparently,combiningautomationwithhuman

expertise,willbetheonestogainlastingtrust.

OurworkatRWSreflectsthiscommitment.Weare

harnessingLLMstoenhanceourcoreproducts,from

EvolveandTradosCopilotassistingLanguageSpecialistsgloballytoTridion’sGenAIfeaturesboostingcontent

authors’productivity.

Atthesametime,wearepioneeringAgenticAItodrivegreaterefficiencywhilemaintainingthequalitythat

globalenterprisesexpect.

ButAI’simpactextendsbeyondefficiency,it’s

fundamentallychanginghowbrandsconnectwith

people.Asthisreportshows,globalconsumersnow

demandAIcontentthatislabelled,localizedand

culturallyrelevant.Organizationsmustrisetothis

challenge,ensuringthattheirAI-poweredinteractionsarenotonlyseamlessbutalsotrusted.We’reproudtobeattheforefrontofthisrevolution,trustedtohelptheglobe’sleadingenterprisesbreakdownbarriers,unlocknewmarketsandbuildtrustatscale.

ThisreportofferscrucialinsightsintotheevolvingAIlandscape,thetrustchallengesthatbusinessesmustovercomeandthestrategiesthatwilldefineAI’snextchapter.IinviteyoutoexploreourfindingsandtojoinusinshapingafuturewhereAIandhumanexpertiseworktogethertodriveinnovation,growth

andunderstanding.

BenFaesCEO,RWS

OVERVIEW

Theageofexpectations

TheAIlandscapehasevolvedatbreakneckspeedoverthepast24

months.ThenumberofgenerativeAIcompaniesworldwideisforecasttoskyrocketfrom50,000in2023to100,000byyearend20251.

AIcompaniesaccountedforonethirdoftotalglobal

venturecapitalfundingin20242andalmosthalfofall

newunicornbusinesses(valuedoveronebilliondollars)3.

AIistransforminginnovationacrossindustries,makingitincreasinglychallengingtostayaheadofthecurveinthisrapidlychangingtechnologicallandscape.

Ournewresearchacross14globalmarketshighlightsremarkableenthusiasmandexperimentationwith

generativeAI.Italsosetsouttheessentialingredientsforlong-termadoption:transparency,explainabilityandhumaninvolvement.

Nomorehiding

Inaworldwheredistrustisthenewnorm4,consumerswantbusinessestobeupfrontabouttheiruseofAI.

TheywanttoknowwhentheyareinteractingwithAIcontent,chatbotsandthelike.

TheywantAIcontenttobebetterlabelledandexplainedincludingtheinvaluablerolethathumansplayin

developingAItools.

Brandsthatgetthisrightwillbenefitfromaconsumertrustdividend.

AIiseverywhere…

Around70%ofglobalconsumersarealreadyseeinganincreaseinAI-generatedcontentfrombrands,businesses

andbadactorsrangingfromtextandimages,tovideoandvoice.ThistrendwillonlyaccelerateasautonomousAIagents5handlemorecontentmanagementdecisions,adaptingmultilingualcontentinreal-timetousersneeds.

1-

HowManyGenerativeAIStartupsAreThere:LatestStatisticsIn2025

2-

TheStateOfStartupsIn12Charts

3-

Nearly1in2newunicornsisanAIcompany.

4-

EdelmanCEO

5-

Three-minuteexplaineronagenticAI

81%

ofglobalconsumers

sayAIcontentlabelling

isimportant

UNLOCKED20254

OVERVIEW

91%

ofglobalrespondentswereawareofgenerativeAItools

76%

ofconsumerswon’tbuy

certainproductsor

servicesthatdon’t

offerlocallanguage

support

…orisit?

Withouttransparency,consumersstruggletodistinguishAI-

generatedcontentfromhuman-createdmaterial.Whileasmallmajorityofglobalconsumersexpressedsomeconfidenceintheirabilitytodoso,theresultsfromourimagetestswerenobetterthanacointoss...

Speakingmylanguage

Consumersoverwhelminglyexpectbrandstocommunicate

intheirpreferredlanguage.Theybelievereal-timetranslationshouldbestandardincustomersupportandthatbrandsmustdemonstrateculturalunderstanding.AIadoptionremains

unevenduetogapsinlocallanguagemodelsthisneedstoimprove.

Mindthegap

Despitedistrustandgrievancedominatingthe2025consumerlandscape6,attitudestowardAIspotentialremainpositive.

Expectationsarehigh.Brands,technologists,innovators

andcommunicatorsmustrisetomeetthemintegratingAIresponsibly,strengtheninggovernance,ensuringregulatorycompliance,provingreturn-on-investmentallwhilegivingpeoplehigh-qualityexperiencesthatspeaktotheirpersonalcontext.OnlybybuildingtrustcanweunlockAIspotentialforthebenefitofeveryone.

6-

2025edelmantrustbarometer

UNLOCKED20255

OVERVIEW

SURVEYHIGHLIGHTS

UNLOCKED20256

OVERVIEW

即RWSUNLOCKED20257

Methodology

INTERNATIONALSURVEY

4901

CONSUMERS

MARKETS

Brazil,Canada,France,Germany,Ghana,India,Indonesia,Japan,Kenya,Nigeria,SouthAfrica,SouthKorea,UK,USA

LANGUAGES

Afrikaans,Akan,English,English(US),Ewe,French,French(CAN),German,Hausa,Hindi,Igbo,Indonesian,Japanese,Korean,Portuguese,Spanish,Swahili,Xhosa,Yoruba,Zulu

RespondentsincludearobustglobalsampleofB2Bbuyersinfulltimeemploymentorself-employment(self-declared)

20

LANGUAGES

14

MARKETS

SURVEYSCRIPTING,FIELDWORKAND

DATAOUTPUTS

78%

ofsurveyrespondentswereconfident(58%)orgood

(21%)Englishspeakers

58%

ofallrespondentsarefull-timeemployees,self-employedor

businessowners

36%

ofallrespondentswereaged18-34,35%aged35-54and29%aged55+

63%

ofthisworkingaudienceareinvolvedinB2Bpurchase

decisions

Pleasenotethatnotallcharttotalswilladduptoexactly100%duetodatarounding

EXTERNALEXPERT

INSIGHTSPROVIDEDBY

DEPTHINTERVIEWS

WITHRWSSUBJECTMATTEREXPERTS

MariaSchnell

ChiefLanguageOfficer

ThomasLabarthe

President,

ContentTechnologies

SharonDuToit

LanguageDeliveryDirector

FrankClosset

HeadofProductTridion

BenMiddleton

PrincipalArchitect

MattHardy

SVPLinguisticAI

OVERVIEW

Keythemes

TWO

THREEPILLARSOFAITRUST

ByfocusingonAI

transparency,explainabilityandhumaninvolvement,

businessescanbridgegapsinconsumertrust.

FOURFIVE

THREE

FROMDEFICITTODIVIDEND

AIisn’tjustforcostcuttingitsanopportunitytoearn

trustbymeetingrisingconsumerexpectationsforquality,accuracyandreliability.

ONE

PERSPECTIVE

ISEVERYTHING

Whileconsumersinmature

economiestreadwithcaution,theGlobalSouthleadsthewayinAIenthusiasm,fuelledby

youthfulexperimentationandathirstforopportunity.

BEYONDWORDS

AIoffersbrandsvastpotentialforpersonalizedmulti-modalcommunication,wherevoice,videoandgesturebuild

deeperhumanconnections.

FINDOUTMORE

FINDOUTMORE

FINDOUTMORE

FINDOUTMORE

NATIVEISTHENEWNORMAL

Localizationandcultural

insightarenolongeroptional

theyreessentialtomeet

risingconsumerexpectationsandcompetewithin-marketplayers.

FINDOUTMORE

UNLOCKED20258

ONE

PERSPECTIVE

ISEVERYTHING

OurresearchshowsthatyoungpeopleinemergingmarketsareembracingAIwhilematuremarketaudienceshesitate.AsWesterndebatesemphasizerisk,anewgenerationacrossAfrica,AsiaandLatinAmericaisadvocatingforAIasatoolforopportunity,self-improvementandeconomicempowerment.

ShiftingattitudesintheGlobalSouth

There’salong-standingoptimismgapbetweenthe

GlobalSouthandwealthiernationswhenitcomestonewtechnology.Emergingmarketsaretypicallyquickerto

adoptandmoreopentochangeandAIisnoexception7.

In2019,manysub-SaharanAfricanaudienceswere

scepticalofAI8.Fast-forwardto2025andgenerativeAIisseenasagame-changer,drivinginnovationandnewopportunitiesacrossindustries.

Easyaschat

So,whatchanged?Inaword:accessibility.

OpenAI’sChatGPT,withitsuser-friendlyinterface,has

democratizedaccesstoAIforanyonewithasmartphoneandinternet.FreemiummodelshavemadeitpossibletoexperimentwithpowerfulAImodelsatzerocost.

55%

Asaresult,AIhasbecomeanempoweringtoolforanyonetoenhancetheircreativity,efficiencyandproductivity.

ofglobalrespondentshave

experimentedwithChatGPT

(26%withGemini,

22%withCoPilot)

7-

What’sinaname?

8-

ADigitalWorld:PerceptionsofriskfromAIandmisuseofpersonaldata

THREEPLLARMDEFTOIEYNATEISTHE

PERSPECTIVE

FATRDDENDWORDSNEWNORMAL

ISEVERYTHING

UNLOCKED202510

PERSPECTIVE

ISEVERYTHING

WHATDOYOUVALUEMOSTABOUTINTERNETACCESS?

THREEPLLARMDEFTOIEYNATEISTHE

FATRDDENDWORDSNEWNORMAL

BRAZIL

CANADA

FRANCE

GERMANY

GHANA

INDIA

INDONESIA

JAPAN

Appetiteforlearning

Emergingmarketsareleadingthechargeinself-education,hungryforknowledgeanddigitalskills.Comparedtotheir

EuropeanandAmericancounterparts,respondentsfromAfricaandAsiaare40%morelikelytosayaccesstoonlinelearningisthebiggestbenefitoftheinternet.

ThathungerforknowledgetranslatestoAI,asRiedwaanBassadian,Principal

DataandAISpecialist,MicrosoftSouthAfrica,putsit

KENYA

NIGERIA

SOUTHAFRICA

SOUTHKOREA

UK

USA

“Africa’sgreatestresourceis

itsyoung,dynamicpopulation.

出Microsoft

Theirenthusiasmforemerging

technologies,particularlyAI,is

fuellingawaveofgrassroots

innovation,ofdoingmorewithlessresources.ThisoftentranslatestoAI-savvyworkersandtangible

solutionsforlocalchallenges

faced,likeagriculture,healthcare,educationandbusiness

●MAKESLIFESIMPLER

●MAKESSHOPPINGCONVENIENT

●FEELCONNECTEDTOTHEWORLD

.EASIERINFORMED/LEARNNEWTHINGS

●EASIERTOCOMMUNICATEWITHFRIENDS/FAMILYCONNECTWITHNEWPEOPLEOREXPERIENCES,●ENTERTAINMENTATACLICK

development.”

11

●NONEOFTHEABOVE

PERSPECTIVE

ISEVERYTHING

SUMMARYAGEBANDSBYMARKET

THREEPLLARMDEFTOIEYNATEISTHE

Everythingtogain

OFAITRUSTTODIVIDENDWORDSNEWNORMAL

InWesternmarkets,theAIdebateisoftendrivenbyfearofloss–ofjobs,controlandcreativity.Butinregionswheresecureemploymentislessofagiven,AIofferseverythingtogain.PeopleinemergingeconomiesseeAInotasathreat,butasatoolforprogress,encouragingpeopleto

engageandexperiment.

CANADA

JAPAN

UK

GERMANY

FRANCE

USA

SOUTHKOREA

Ageandattitude

AIenthusiasmisn’tjustabout

geography–it’saboutage.Africaishometotheworld’syoungest

NIGERIA

INDIA

GHANA

populations,withmedianages

INDONESIA

KENYA

BRAZIL

of20inGhana,KenyaandNigeria,comparedtonearly50inJapan.

71%

of18-34yearoldUS

respondentsareexcitedby

theemergenceofGenAI

comparedto36%of

thoseaged55+

youngerpeople(18-34)

Indevelopedmarkets,

SOUTHAFRICA

arefarmorepositiveaboutgenerativeAIthanolder

generations.

18-3435-5455+

即RWSUNLOCKED202512

Digitalnatives

Ingeneral,theyoungeryouare,themoretimeyouspendonline.AndmoretimeonlinemeansmoreexposuretoAI.Overhalfof18-34-year-oldsspend6+hoursonlinedaily,comparedtojustathirdofover-55s.Oneinfiveglobal

consumersnowspend10+hoursadayonline–afigureevenhigheramongGenAIpioneers9,50%ofwhomareaged18-34.

Friendofafriend

AIadoptionspreadsfastthroughword-of-mouth

recommendations.Today,trustinpeersfaroutweighstrustinmedia,businessorgovernment.TheNet

PromoterScore(NPS)10amongAIusersinKenya

is+66,whileinJapanit’s-43.ConfidenceinEnglish

comprehension–82%inKenya,versus8%inJapan–alsoplaysarole.IntheUSA,theNPSsitsatneutral(0).

GENAIUSERS:NETPROMOTERSCORE

KENYA66

BRAZIL60

INDONESIA54

NIGERIA

56SOUTHAFRICA45

INDIA56

GHANA37

FRANCE

21

USA

0

UK11

GERMANY

CANADA17

19

SOUTHKOREA

5

JAPAN

-43

9-GenAIpioneers:InterestedandActivewithGenAIandused1+toolsandspenttimeexperimenting

10-

WhatisNPS?TheultimateguidetoboostingyourNetPromoterScore

THREEPLLARMDEFTOIEYNATEISTHE

PERSPECTIVE

FATRDDENDWORDSNEWNORMAL

ISEVERYTHING

40%

ofKenyanrespondentsare

spending10+hoursaday

onlinecomparedtojust6%

ofFrenchrespondents

13

UNLOCKED2025

Thefearfactor

ThemorepeopleuseGenAI,themorepositively

theyfeelaboutit11.Olderrespondentsindevelopedmarkets,whohavespentlesstimeexperimenting,arefarmorelikelytosaytheyfindAIscary.

Consumers,justlikebusinesses,wantassurance

wheninteractingwithAIsystems.Theywant

transparencyandprotection.Andtheywanttoknowthattheyworkastheyshould.Trustisfragile–onebadexperiencecangoviral,triggeringabacklash

thatsetsadoptionbackyears.

59%

ofUKrespondentsagree

that‘theyfindAIquitescary’

comparedtojust17%of

Kenyanrespondents

SharonduToit,LanguageDeliveryDirector

forRWS’slanguageteaminSouthAfricaexplains:

“ThereisamajordriveacrossAfricatodigitizeaccesstohealthcare,especiallyforremote

regionsandcommunities.Thiswon’twork

unlesseverythingiscorrectlytranslated,testedandfullyintelligibletoallusers.Thequalityofourinputswillbekeytodeliveringthehigh-

qualityoutputsrequiredforsuccess.”

11-

EarningtrustasGenAItakeshold

12-

Three-minuteexplaineron…agenticAI

13-

WhatthedatasaysaboutAmericans’viewsofartificialintelligence

TAKEAWAY

THREEPLLARMDEFTOIEYNATEISTHE

PERSPECTIVE

FATRDDENDWORDSNEWNORMAL

ISEVERYTHING

Towinoversceptics,brandsshouldfocusonutility–showinghowAIcanmakelifeeasier,moreproductiveandmorecreative.71%ofrespondentsnowsaytheybenefitfromAIintheirdailylife.WhileagenticAIalready

promisestotakecareofpeople’s

admin12,amajorityofUSconsumerswouldbeexcitedaboutAIifitcoulddothehouseholdchores13.

UNLOCKED2025

14

TWO

THREE

PILLARSOFAITRUST

PERPETVRMDEFTOEYNATEISTHE

IEERYTHDDENDWORDSNEWNORMAL

HOWMUCHDOYOUCAREIFADEVICEORAPPUSESAI?

THREEPILLARS

OFAITRUST

NoteveryonecareshowAIisused.Butamongthosewhodo,trustispivotal.

Ourresearchuncoversthreepillarsforfostering

trustinAI:transparency,explainabilityandhumaninvolvement.Byfocusingonthese,businessescanbridgegapsinconsumerconfidenceandencouragegreaterengagement.

Whocares?

Overall61%ofourglobalconsumerssaytheycare

abouttheuseofAIintheirdevicesandapplications.Thisrangesfromahighof91%inIndiatoalowof21%inIndonesiaandincludesaEuropeanaverageof47%.

BRAZIL

CANADA

FRANCE

GERMANY

GHANA

INDIA

INDONESIA

JAPAN

KENYA

NIGERIA

SOUTHAFRICA

SOUTHKOREA

UK

USA

Notethatover70%of18-34yearoldssaythattheycareabouttheuseofAIcomparedto48%ofthoseaged55+.

●AGREATDEAL.ALITTLE

●NEITHER/NOR

UNLOCKED2025

16

●NOTMUCH●NOTATALL

OFTHOSEWHODOCAREIFADEVICEORAPPUSESAI...

Whycare?

Thenumberonereasonforcaringisthatconsumersexpectbrandstobeopenandtransparent(35%).

Followingthisisadesiretounderstandpotentialrisks(27%)andconcernsaboutAIaccuracyandreliability(17%).

Whynotcare?

Forthosewhodon’tcare,thedominantreasonsarebelievingAIuseisinevitable(32%),onlycaringwhethertheproductworksproperly(26%)orviewingallAI

aspositiveprogress(28%).

35%

SAYITISIMPORTANTBUSINESSESAREOPEN/TRANSPARENT

●

·9%

●

17%

DON’TTRUST

ACCURACYAND

RELIABILITYOFAI

ARENOTCOMFORTABLEWITHUSEOFAI

11%

DON’TTRUST

AISYSTEMSTO

PROTECTMY

DATA

27%

SAYITHELPSMETO

UNDERSTANDANYRISKS

PERPETVRMDEFTOEYNATEISTHE

THREEPILLARS

IEERYTHDDENDWORDSNEWNORMAL

OFAITRUST

rRWSUNLOCKED202517

UNLOCKED202518

OFTHOSEWHODOWOULDYOUTRUST

BRAZIL

YES

4433

DefinitelySomewhat

8-Neither/Nor

11-Nonotreally

4-Nonotatall

INDIA

YES

6233

DefinitelySomewhat

4-Neither/Nor

1-Nonotreally

0-Nonotatall

SOUTHAFRICA

YES

5338

DefinitelySomewhat

7-Neither/Nor

3-Nonotreally

0-Nonotatall

CAREIFADEVICEORAPPUSESAI...

AIMOREKNOWINGHUMANSWEREINTHEDEVELOPMENTLOOP?

CANADA

YES

2740

DefinitelySomewhat

16-Neither/Nor

10-Nonotreally

8-Nonotatall

INDONESIA

YES

6023

DefinitelySomewhat

8-Neither/Nor

8-Nonotreally

2-Nonotatall

SOUTHKOREA

YES

1560

DefinitelySomewhat

16-Neither/Nor

9-Nonotreally

1-Nonotatall

21-Neither/Nor

5-Nonotreally

1-Nonotatall

FRANCE

YES

1948

DefinitelySomewhat

8-Neither/Nor

14-Nonotreally

10-Nonotatall

JAPAN

YES

1261

DefinitelySomewhat

UK

YES

3042

DefinitelySomewhat

8-Neither/Nor

13-Nonotreally

8-Nonotatall

GERMANY

YES

3445

DefinitelySomewhat

12-Neither/Nor

8-Nonotreally

0-Nonotatall

KENYA

YES

6526

DefinitelySomewhat

4-Neither/Nor

5-Nonotreally

0-Nonotatall

USA

YES

3444

DefinitelySomewhat

10-Neither/Nor

8-Nonotreally

4-Nonotatall

GHANA

YES

5135

DefinitelySomewhat

6-Neither/Nor

7-Nonotreally

1-Nonotatall

NIGERIA

YES

5931

DefinitelySomewhat

6-Neither/Nor

4-Nonotreally

0-Nonotatal

Itdependswhoyouask

Fewerresponsesof“definitely”inJapanandSouth

Koreasuggestacautiousoptimism,contrastedwiththestrongconfidenceinemergingmarketsincludingKenyaandIndia.Organizationscanbuildtrustbylocalizing

AItransparencystrategiesbyregion.Inmorehesitant,developedmarkets,thismeansinvestinginexplaininghowAIdecisionsaremade,whileinemergingmarkets,reinforcinghumaninvolvementisespeciallyimportant.

PERPETVRMDEFTOEYNATEISTHE

THREEPILLARS

IEERYTHDDENDWORDSNEWNORMAL

OFAITRUST

Regulatedindustries:aquestionoftrust

73%ofglobalconsumers(mostofthemconfidentEnglishspeakers)feel

particularlyuncomfortablewithAItranslationandlocalizationinatleastoneregulatedindustry,suchasfinance,legalorlifesciences.

Despitegrowingtake-upamongbusinessusers14,manybusinessleadersshareconcernsaboutimplementinggenerativeAIatscale,includingtheabsenceofstandards,unresolvedlegalquestions,unpredictableperformanceandtherisksofbiasandmisrepresentationarisingfromlow-qualitytrainingdata15.

Director,Un-YoungCHOIofLeeInternationalIP&Law,expandsontheneedinregulatedindustriesforresponsibleAIthat’sprecise,accurateandsecure:

“TheadoptionofGenerativeAIhasmarkedlyimprovedworkefficiencyacrossnumerousindustries.However,giventhesensitivenatureoftheintellectualproperty(IP)field,securityremainsourtoppriority.Forthisreason,we

prioritizeusingsecureB2BGenerativeAIsolutions.

Whilethesesystemsmaylacksomefeaturesofferedbyexternalopen-sourceplatforms,theyexcelindeliveringexceptionalqualitywithinspecialized

domains.Furthermore,asthesetoolscontinuetoevolve,weanticipatethatnext-generationB2BgenerativeAIwillsignificantlyboostboththequalityandproductivityofourwork.”

Let’sexplorethethreepillarsofAItrustinmoredetail.

14-

GrowingUp:NavigatingGenerativeAI’sEarlyYears

15-

WhyinvestinAIethicsandgovernance?

50%

ofUKrespondentsare

uncomfortablewiththe

useofAIlocalizationin

healthcare-asare47%of

SouthAfricanrespondents

rRWSUNLOCKED202519

PERPETVRMDEFTOEYNATEISTHE

THREEPILLARS

IEERYTHDDENDWORDSNEWNORMAL

OFAITRUST

UNLOCKED202520

PILLARONE

TRANSPARENCY

ForconsumerswhocarehowAIis

used,clearlabellingofAI-generated

contentandchatbotsistheentry-levelexpectationfororganizations.81%of

respondentssaythisisatleastquite

important,andover60%inmarketslikeIndia,Indonesia,Kenya,Nigeriaand

SouthAfricaconsideritveryimportant.

LabellingAI-generatedcontentisn’t

justabox-tickingexercise-itbuilds

trustinboththecontentitselfandthebrandsproducingit.Consumersvaluetransparencynotonlybecauseitshowsopenness,butbecauseithelpsthemassesspotentialriskswhenengagingwithAItools.Manyremainsceptical

ofAI’saccuracyandreliability,furtherunderscoringtheneedforclear,visiblelabelling.

ForThomasLabarthe,President,

ContentTechnologies,RWS,

transparencyandAIcontentlabellingisanessentialstartingpointora

minimumrequirementtosupportcontentconfidence.

TakeourAIimagetest

ThechallengeofidentifyingAIcontentaddsurgency.Ifconsumerscan’ttell

whethercontentisAI-generated,theirtrustisatrisk.Despitethis,many

organizationsfocusonhypotheticalriskslikeArtificialGeneralIntelligence(AGI)orevenArtificialSuperintelligence(ASI)ratherthanaddressingthepractical

issuesconsumerscareabouttoday.

Thesefindingsshouldbeanurgentcalltoaction.Consumerswanttoseeimmediatestandardsintroducedtoprotectthe

integrityofinformationecosystems.

Labelling,clearcommunicationand

proactiveactionmustbecomethenorm,nottheexception.

62%

ofglobalrespondentssay

theclearlabellingofAI

contentandchatbotswould

positivelyimpacttheirtrust

inabrand

ACTION

BusinessesshouldimplementclearlabellingforAI-generatedcontent

andprovidelinkstodetailsabout

risks,trainingdataandpolicies,usingdataprotectionpracticesasamodelfortransparency.

PERPETVRMDEFTOEYNATEISTHE

THREEPILLARS

IEERYTHDDENDWORDSNEWNORMAL

OFAITRUST

PILLARTWO

EXPLAINABILITY

Transparencyflowsnaturallyinto

explainability,anotherpillarcriticaltotrust.83%ofglobalrespondentssay

thatifanAIcouldexplainitsreasoningordecisions,theirtrustwouldincrease.AmongGenAIpioneers,thisrisesto

91%,highlightingtheexpectationsofthosemostengagedwithgenerativeAIoutputs.

Explainabilityisachallengeduetothe

complexityofneuralnetworks.Butit’s

vitalforthematurationandacceptance

ofAI16and,asThomasLabarthenotes,isstillanovelandexperimentaltechnology.

Enterpriseorganizationsalsoface

explainabilitychallenges.McKinsey

research17revealsover90%ofbusinessesareconcernedabouttheirabilityto

implementAIresponsibly,and40%citealackofexplainabilityasakeyobstacle.Addressingthisneedwillbecriticalto

improvingtrustanddrivingadoption.

Businesseshavearangeofexplainabilitytoolsattheirdisposal-fromrevealing

trainingdatatolinkinguserstothe

sourcematerialbehindAIoutputs.

Practicalstepslikeprovidingguidanceonvalidatingresponses,issuing

warningsaboutsensitivedata,orsettingclearerexpectations,canenhance

userunderstanding.Inanironictwist,itmaybelargelanguagemodels

(LLMs)themselvesthatleadthewayinexplainingAIdecisionstousers18.

16-

BuildingAItrust:Thekeyroleofexplainability

17-

BuildingAItrust:Thekeyroleofexplainability

18-

EnablingAItoexplainitspredictionsinplainlanguage

63%

ofIndianrespondentssayimprovedexplainabilitywouldincreasetheirtrust inAIoutputsagreatdeal

ACTION

Businessesshouldexploremultiple

levelsofexplainability,offering

accessibleexplanations,visualguidesandmultimediacontenttoreachusersofalltechnicalabilities.

UNLOCKED2025

PERPETVRMDEFTOEYNATEISTHE

THREEPILLARS

IEERYTHDDENDWORDSNEWNORMAL

OFAITRUST

21

PILLARTHREE

HUMANINVOLVEMENT

ConsumersplaceahighvalueonhumaninvolvementinAIdevelopment,with80%ofrespondentssayingitwouldincreasetheirtrustinthesystem.Thisisespeciallyimportantinregulatedsectors,where

accuracy,precisionandreliabilityarecritical.

Peoplearestillscepticalaboutfully

autonomousAI.ButwhenAIisvital

toachievingambitiousgoals–such

asdeliveringdigitalhealthcareto

remotecommunities–thenthe

assuranceofdirecthumaninvolvementandmonitoringinAIisessentialin

establishingtrust.

Intandemwithbuildingtrust,this

GenuineIntelligence?19approachalsobringssignificantcommercialbenefits,asexplainedbyMatthewDavid,

HeadofLocalizationatKingfisher:

“Inpartnershipwithourlinguisticexperts,ouruseofAIishelpingustoreducecost,driveefficiencyandreducetimetomarket

throughourlocalizedcontentforourbannerbrands”.

19-

RWSGenuineIntelligence

20-

WhatIsAgenticAI?

21-

TheethicsofadvancedAIassistants

22-

NewethicsriskscourtesyofAIagents?

Howthehuman-in-the-loopmodel

developsthroughthecurrentwave

ofhypesurroundingagenticAI20is

somethingtowatch.Whilethesesystemspromiseproductivitygains,theyraise

newrisks,includingreliabilityand

adaptabilityacrosscultures.EvenleadingvoiceslikeGoogleDeepMind21andIBM22haveflaggedthechallengessurroundingthesetechnologies,makinghuman

oversightessential.

Whenitcomestolocalization,the

stakesareespeciallyhigh.AsThomas

Labarthehighlights,languageisour

mostpowerfultoolfo