For success in AI, avoid the ‘efficiency trap’— and focus on trust instead

Trust has fast become one of the central questions in every serious conversation about AI. Not capabilities. Not efficiency. Trust.

If customers don’t trust how companies deploy AI, they’ll walk away. If employees don’t trust it, they’ll disengage. If enterprises don’t trust their AI providers, they won’t adopt. A recent global KPMG study found that while two-thirds of people now use AI regularly, fewer than half say they’re willing to trust it.

I see this playing out every day in customer experience.