How to build employee and customer trust in Artificial Intelligence (AI)

Artificial intelligence (AI) is a transformative technology that can revolutionise business areas such as customer engagement, data analytics, content creation, process improvement and more. However, it's important to recognise that AI is not perfect. Today's organisations must consider how to safely use AI, rather than solely focusing on its capabilities.

High-profile misuse of AI technologies has diminished the public’s trust in the technology. As governments around the world move to more proactively manage the use of AI, this scepticism of AI technologies will likely continue, with concerns such as data privacy, spreading of misinformation, and ethics gaining increasing prominence in public consciousness.

Trust is key when it comes to implementing AI technologies in your organisation. It's important to prioritise due diligence, seriously consider data privacy concerns, and verify AI outputs to build and earn trust from both customers and employees alike. Not only will this approach help your business achieve its objectives more efficiently, it will also demonstrate to all stakeholders that their well-being is a top priority.

In this article, we will explore how to build employee and customer trust in your organisation’s use of AI.

The importance of building customer trust in AI

With the increasing adoption of AI by organisations worldwide, building trust has become more important than ever before.

According to a recent Forbes survey, 70% of respondents stated they were concerned about organisations and their use of AI, with over 75% responding that they are particularly concerned about misinformation generated by AI.

When we also consider that customers are wary of how businesses handle customer data, it is clear that more needs to be done to address the issue and earn customer trust. According to a McKinsey study, only one-third of customers currently believe that companies are sufficiently responsible when it comes to handling data.

Why are customers worried about AI?

• Algorithm aversion: Algorithm aversion refers to the tendency of customers to distrust algorithm-based outcomes in comparison to those sourced from humans, even if the algorithm provides a better result.
• Lack of impartiality: Many customers believe that AI cannot be fair and impartial, as it relies on data sets created by humans, which may have innate biases.
• Accountability: While many believe that AI can improve services and efficiencies, there are also concerns surrounding the lack of accountability and the human in the loop.
• Malicious use: There are concerns surrounding the malicious use of AI. For example, using generative AI to create hard to detect phishing emails, or using it to publish misleading information.
• Data security: Customer data is an incredibly sensitive asset, and there are concerns over if it will be used in AI data training sets.

Building trust is the cornerstone of retaining customers, which is why transparency is key. Studies have shown that up to 88% of consumers believe that authenticity is a critical factor in selecting which brands to support. When considering statistics such as this, it is vital to show customers on how your organisation aims to use AI, the measures taken to safeguard customer data, and how stakeholders will benefit from the improved service AI can offer.

Key points for building customer trust in AI

To build trust in AI, it's crucial to prioritise transparency, reliability, and intent. Your organisation should showcase how AI is being used responsibly and providing tangible results. Moreover, complying with regulatory frameworks is a must, as is the ability to address customer concerns and prioritise their safety in all AI-based case uses.

• Maintain a transparent posture: Adopting AI requires organisations to ensure that the technology they use is secure and responsible. One crucial aspect is the capability to explain how AI functions and produces results.

  Transparency is essential, especially when we consider that upcoming AI regulatory framework may require businesses to demonstrate what data is used to generate results and how they were achieved. AI with explainability features, combined with robust data management practices, will be valuable in meeting these requirements.

• Outline expectations: To ensure a smooth deployment of AI in your organisation, it's important to clearly communicate with customers about how and why it will be used. Show them the purpose of each individual AI case use and benefits they will bring to better serve customers. In addition, prior to deployment, provide a timeline and when to expect results to help customers understand the AI journey from the outset and how it will affect their engagement with your organisation.
• Data security: As mentioned above, customer’s want to be sure that their data is secure and assured that processes are in place to minimise the potential of data misuse. Don't forget to demonstrate to your customers the measures you take to ensure data security, including how you safeguard their information and prioritise data security in any AI case uses.
• Ethical usage: It's essential to publish any ethical guidelines your organisation has related to AI use cases. This will help customers understand what procedures you have in place, showing that your organisation is committed to ethical practices. Be sure to regularly share updates to any ethical guidelines with your customers, as it will help maintain an environment of trust.
• Feedback and customer control: Gathering feedback from customers is crucial when it comes to AI initiatives that directly impact them. This helps understand how they interact with AI and their thoughts on the matter. By doing so, not only will customers see your commitment to improving AI capabilities, but it also shows that you value their input.
• Share success: If you have implemented AI technologies and are able to measure the success of different use cases, creating case studies or success stories can be an effective strategy to build trust with customers. By providing easy-to-digest content that demonstrates how your AI solutions are making a real-world difference, such as easing bottlenecks faced by customers, you can prove the value of the technology.

The importance of building employee trust in AI

Similar to customers, employees may also have reservations about AI technology. Therefore, it's essential for organisations to cultivate an environment of trust and confidence in their workforce regarding the use of AI systems and demonstrate how it can benefit both the employees and the organisation as a whole.

Why are employees worried about AI? 

• Job security: Perhaps the most often cited contributor of employee apprehension when it comes to AI, is the potential risks to job security. In fact, one US study showed that around half of respondents were worried that AI might make some or all of their job duties obsolete.
• Skill gaps: AI has limitless capabilities and is growing increasingly complex day by day. Many employees may feel that they are unable to keep up with the ability to effectively utilise these tools in their day to day roles.
• Lack of the human touch: Employees that are particularly customer facing may feel demotivated or alienated by Ai technologies that are reducing the human element of customer engagement or service.
• Data security: AI tools require massive amounts of data to produce results. However, the use of employee data by AI training sets can be concerning for employees if not managed properly.

Key points for building employee trust in AI

• Transparent communication: Integrating AI into an organisation’s operations can be a significant change that requires careful consideration. Employers must prioritise transparency to ensure employees trust the technology. A similar approach should be taken as when instilling transparency for customers. This means providing clear timelines for deployment, establishing rules for security and data privacy, and informing employees about the personal data that may be used in AI technologies. Additionally, guidance should be given on how AI will affect jobs and what opportunities are available for upskilling to enhance job roles.
• Employee upskilling and development: When it comes to integrating AI into the workplace, there are several benefits you can showcase. AI can enhance employee productivity, streamline business processes, and create new job opportunities. In addition, to ensure that your employees are equipped to work alongside AI technologies, it's essential to offer training programs or support that provide them with the necessary skills to make the most out of AI.

If AI is going to have a significant impact on your organisation and employees, consider initiatives that promote mental health and well-being, such as roundtable discussions and open forums to discuss changes in the workplace.

• Ethics and security guidelines: It's important to show your employees that you are taking an ethical approach to the adoption of AI. Publish clear guidelines or a governance model that outlines how your organisation plans to utilise AI and how it will address common issues such as data privacy and potential AI bias. Show that ethics is a top priority for your organisation and that you are constantly striving to remain compliant with any proposed governmental AI regulatory frameworks.

An effective AI counsel proactively reviews AI processes, and AI use cases to ensure that they comply with ethical standards, showing to employees and customers alike that your organisation aims to stay in line with AI regulatory frameworks and best practice.

AI ethics counsels can take many forms and vary in size, depending on the organisation and the specific use of AI, but their main goal is largely the same: to act as an unbiased entity that strives to guarantee the safe and secure use of AI.

• Provide clarity of job changes: A common worry surrounding AI is the potential impact on job roles in the workplace. It's vital to emphasise that AI can enhance productivity rather than replace employees. By delegating repetitive tasks to AI, employees have more time to focus on more meaningful work. Early on in your AI adoption journey, take the time to demonstrate how AI can improve employee roles and duties.

The integration of AI into any organisation will influence both employees and customers alike. While AI holds huge potential, there are valid concerns surrounding its usage, especially when we consider that AI adoption will increase over time. However, trust must be earned rather than assumed. By proactively fostering a transparent environment and implementing the key steps outlined above, you can demonstrate to your employees and customers that you have their best interests at heart. This will help to build trust in AI technologies and prepare them to make the most of its potential.

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