By Bryan Tritt
As Artificial Intelligence spreads, brands face new challenges when it comes to consumer confidence. Fortunately, marketers can ease public concerns about business uses of this technology by highlighting improvements to safety, service, and privacy, and by advocating for the creation of industry standards for ethical AI.
A recent survey of 600 Canadians by Brand Aid Public Relations found that many Canadians are wary of businesses that use AI and are ready to switch to brands that do not use it. In fact, 40% have less trust in businesses that use AI to deliver services, with 49% saying they’re not confident that they’re being safe with their data. Based on business type, 25% to 36% would “definitely” switch brands if AI accessed their sensitive data, rising to 65% to 75% when including those who would “possibly” switch (see below).
| Business | Would definitely switch | Would possibly switch | Would not switch |
| Banks, Financial Institutions, Investment brokerages, Insurance | 25% | 48% | 26% |
| Retail Businesses (both online and physical stores) | 25% | 49% | 26% |
| Telecommunication Companies (internet, phone service) | 27% | 45% | 28% |
| Transportation Services (airlines, ride-sharing apps, etc.) | 28% | 39% | 32% |
| Job or Recruitment Platforms | 28% | 37% | 35% |
| Legal Services | 36% | 39% | 25% |
The fact is that consumer confidence in the use of AI for business is low. Here’s what to do about it.
Address concerns with clarity and transparency
When Intuit introduced online tax prep with TurboTax, and while Microsoft was promoting adoption of cloud-based services, both companies faced consumer concerns with regards to security and privacy.
In response, Intuit emphasized its commitment to security in its messaging. The brand created websites explaining its security measures in plain language. For example, in Canada, the TurboTax website features educational resources and explainers. Microsoft similarly established their Trust Center site to provide detailed information about data safety, transparency, and compliance.
By taking concrete actions around security, providing educational resources, and clearly communicating their commitments, Intuit and Microsoft were able to overcome initial consumer hesitation. TurboTax’ online revenue now surpasses desktop, and Microsoft has seen greater adoption of its cloud services. Focusing on security, education and transparency can help companies navigate complexity and build trust when introducing new technologies.
Educate consumers to promote AI literacy
Seniors have unique banking needs, in part because they are less likely to bank online. TD’s response to this challenge was to create a Banking Advice for Seniors website with tutorials, fraud avoidance tips, and other relevant information about services for seniors. TD also created blog content with strategies to help seniors become more confident with internet banking.
Brands can take inspiration from TD’s educational strategy and demystify AI by providing easy-to-understand resources and educational materials.
Demonstrate effectiveness
Scepticism about AI effectiveness is not new.
eHarmony showed that its matching algorithm improves its ability to find successful matches by promoting positive results in campaigns. It highlighted its research and shared successful couple testimonials. While, eventually, eHarmony was criticized and sued by consumer protection agencies for the techniques and language it used, the example still demonstrates how marketers can show that AI enhances competency. Using examples and/or research can foster trust, so long as they use legitimate means.
Advocate for industry-wide standards
The EU created the GDPR to standardize data privacy and build confidence amid rising data breaches and privacy worries. It set clear guidelines for handling, processing, and storing personal data. Compliance with these rules illustrates brand commitment to protecting data, making GDPR a global standard that helps win consumer and stakeholder trust. Adopting and adhering to recognized standards like GDPR communicates a company’s seriousness about quality and compliance, reassuring customers. Brands should advocate for industry standards and adhere to them, to encourage consumer trust of their AI use.
The challenge for businesses is not just to dispel fears but to show how AI can enhance brands in delivering services and safeguarding customer data. Transparent approaches that emphasize security, education, and standards can turn skepticism into support. Past lessons offer a roadmap to build trust in AI, shaping a future where brand use of AI is not seen as a threat but as a positive path forward.
Bryan Tritt is a principal consultant at Brand Aid Public Relations.
