A growing reliance on AI-generated content is prompting consumers worldwide to demand more transparency from businesses. According to research conducted by RWS, 80% of consumers believe AI-created material, including text, images and video, should be clearly labelled.
A further 62% say they would trust brands more if they were upfront about their use of AI.
The findings come from RWS’s Unlocked 2025: Riding the AI Shockwave report, which surveyed 5,000 consumers across 14 global markets in North America, Europe, Africa and Asia. The study explores consumer attitudes towards AI and how businesses integrate it into global communications.
Vasagi Kothandapani, President of Enterprise Services at RWS, highlighted the importance of trust in AI adoption. “While excitement around generative AI remains high, businesses face a mounting challenge – consumer trust,” she said. “Our research underscores that the long-term success of AI adoption depends on transparency, ethical implementation and the integration of human expertise to create high-quality, culturally relevant content.”
Balancing AI Adoption with Consumer Expectations
Consumers are increasingly aware of AI’s growing role in business operations. The research found that 76% have already noticed a rise in AI-powered customer service chatbots. While 71% recognise AI’s benefits in daily life, concerns remain about how AI is developed and deployed.
Among those paying attention to AI, 82% say they would have greater trust in AI systems if humans were involved in their development. A slightly higher proportion, 84%, say they would trust AI more if it demonstrated explainability—meaning the technology provides transparent, understandable reasoning behind its decisions.
Navigating AI with Transparency and Trust
The study also highlights consumer unease around AI use in highly regulated industries. A significant 73% of respondents expressed discomfort with AI adoption in at least one of the legal, financial services or healthcare sectors. These industries rely on accuracy, trust and compliance, making transparency and human oversight particularly critical.
RWS’s research suggests that businesses looking to integrate AI effectively must go beyond content generation. Ensuring accuracy, cultural relevance and explainability can help mitigate bias and improve quality, particularly in sectors where trust is essential.
For businesses, addressing consumer concerns requires a responsible approach to AI adoption. Human oversight, ethical implementation and clear communication about AI’s role can help bridge the trust gap. Transparent AI practices allow companies to connect with customers more effectively while ensuring compliance with industry regulations.
