According to the study "Shrinking the Trust Gap", promoted by Vodafone Business, carried out in collaboration with LSE - The London School of Economics and Political Science by B2B International, states that "59% of customers think that companies experienced in AI are more likely to make accurate predictions."
Furthermore, "53% say they would trust AI technologies to complete day-to-day tasks more effectively," the document reads.
In total, 2,359 companies and 5,289 individual customers were consulted, in 10 markets and 11 strategic economic sectors.
In Portugal, the report covered 101 companies and 261 customers.
Another of the conclusions is that customer perception of generative artificial intelligence (GenAI) "is generally more positive, in terms of trust, when compared to 'chatbots'" and "although 38% of customers interviewed say that implementing GenAI would make them trusting the company less, 62% said it wouldn't make a difference or would even make them trust more."
On the other hand, companies that develop AI and Generative AI technologies with human concern (for the benefit of people and with ethical, privacy and data security concerns) see their consumer trust levels reinforced by 16%, according to the study .
This development helps to halve the 'trust gap', that is, the difference between the trust that companies think consumers place in them and the trust that consumers actually have in them.
"Trust makes a material difference in a company's performance. The trust associated with new technologies such as AI and the way they are used by companies is at an inflection point", says the person responsible for 'marketing' ('chief marketing officer ') from Vodafone Business, Amanda Jobbins, cited in a statement.
“The difference between undermining trust or gaining it depends on how companies deploy these technologies,” she concludes.
