If You Want Your Team to Use Gen AI, Focus on Trust

January 24, 2025

Many companies have been quick to provide new gen AI tools to their staff, but with varying take up among employees. Researchers at Deloitte hypothesized that a driving reason workers weren’t using these tools — and companies weren’t seeing strong ROI — was because employees lacked trust in the technology. The researchers decided to pilot a new program aimed at addressing what they call “the four factors of trust”: reliability, capability, transparency, and humanity. After launching the initiative with a test group of 750 Deloitte consultants, the researchers saw a 49% rise in perceptions of the tool’s reliability, a 52% increase in beliefs about its transparency, a 14% increase in new users and a 65% increase in the average number of visits per user.

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  Ashley Reichheld, a principal at Deloitte Consulting LLP, works with clients across industries to help them reimagine their brands and experiences. She created TrustID, a groundbreaking system to help companies measure, predict, and build trust with their customers, workforce, and partners. Ashley is the lead author of The Four Factors of Trust.
  

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  Aniket Bandekar is a Managing Director at Deloitte Consulting LLP and the co-dean of Deloitte’s AI Academy. He brings 20 years of expertise in bridging the gap between technology and people at some of the largest and most complex organizations on earth.
  

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  Ian Thompson is a Principal at Deloitte Consulting LLP, where he leads AI and service delivery innovation efforts and helps clients develop transformative strategies to drive growth and competitive advantage through technology, data, and AI.
  

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  Lauren Teegarden, a Senior Manager at Deloitte Consulting LLP, advises leading companies on how to design, test, and embed AI within their organizations to drive revenue growth and increase efficiency, all while ensuring worker trust.