Building Trust in Generative AI: What Today’s Consumers Expect

Generative Artificial Intelligence (GenAI) has swiftly transitioned from experimental novelty to mainstream application—fueling a growing number of apps, tools, and platforms that shape how consumers interact with digital services. As organizations integrate GenAI into telecom products, personal assistants, customer service, and content creation, a new challenge emerges: establishing and maintaining consumer trust.

According to Deloitte’s 2024 Connectivity and Mobile Trends Survey, today’s consumers are intrigued by the potential of GenAI, but their acceptance hinges on a few crucial expectations. In this post, we dive into what those expectations are and how companies can meet them to build long-term brand loyalty and strengthen market position.

Understanding Consumer Interest and Caution

The survey reveals a nuanced view of consumer sentiment. While more than one-third of device owners are experimenting with GenAI, the majority remain cautious. Their concerns revolve around key themes:

• Accuracy of AI-generated information
• Data privacy and security practices
• Transparency in how AI tools are developed and used
• Potential misuse of technology

This presents both a mandate and an opportunity. While consumers are open to the benefits of GenAI, they demand clearer communication, responsible use, and demonstrated value before fully embracing it.

What Do Consumers Expect from Generative AI?

To effectively build trust, organizations must align technology implementation with the needs and concerns of their end users. The Deloitte survey outlines several expectations shared by consumers using or considering AI-generated content and tools:

1. Security and Privacy First

One of the top consumer concerns is data handling and protection. Personal information, such as location, voice, and behavioral data, is often used to train or improve GenAI models. Consumers expect companies to:

• Offer clear consent options when data is collected or used for AI-related purposes
• Provide accessible and simple privacy settings so users can control their data
• Ensure end-to-end encryption and anonymization of sensitive information

Trust can be significantly strengthened when organizations adopt a “privacy by design” approach and communicate these protections clearly to the end user.

2. Transparency Builds Credibility

Consumers are more likely to engage with GenAI technologies when companies are transparent about how the tools work. This includes:

• Disclosing when content is AI-generated, especially in customer service and marketing
• Describing how models are trained—including what data is used and how it’s sourced
• Being clear about the limitations of GenAI, such as susceptibility to hallucinations or data bias

Transparency reduces uncertainty and empowers individuals to make informed choices about AI-enabled products and services.

3. Reliability and Accuracy are Non-Negotiable

Today’s consumers are wary of using GenAI output that could be misleading, biased, or outright wrong. Trust in AI systems increases significantly when the user experiences:

• Consistent, high-quality performance across different applications (e.g., chatbots, AI assistants)
• Factually accurate and up-to-date information generation
• Proper guidance on when human oversight is required

For example, a consumer support chatbot that provides incorrect troubleshooting steps will quickly erode user trust—even if interactions are engaging. Prioritizing data validation and human oversight is essential to long-term credibility.

4. Value-Driven Design

Consumers are not only scrutinizing how GenAI works—they’re evaluating why it’s being used. People are most receptive to AI that clearly adds value, such as:

• Saving time or eliminating repetitive tasks
• Improving accessibility features, such as voice-to-text or assistive content summarization
• Enhancing personalization in ways that respect data boundaries

When value is tangible, ethical, and personal, users are more inclined to trust and adopt GenAI-powered platforms.

How Telecom Players Can Lead the Trust Movement

The telecommunications industry stands at the center of this transformation. Connected devices, mobile applications, and broadband connections serve as vehicles for AI features like virtual assistants, AR/VR interfaces, and intelligent network management.

In this context, trust is not just a regulatory issue—it’s a brand differentiator. Telecom companies have a unique opportunity to lead on responsible use of GenAI by committing to:

• Clear communication about AI-enabled product features and associated policies
• Strict measures on data collection, use, and sharing that go beyond basic compliance
• Proactive governance frameworks that enforce ethical AI development
• User education initiatives that build awareness about safe and responsible use of GenAI tools

By addressing consumer concerns preemptively and offering human-in-the-loop solutions when needed, telecom companies can instill confidence and encourage more widespread adoption.

Looking Ahead: A Trust-First AI Future

Despite the rapid pace of GenAI development, the survey reinforces a timeless truth: technology adoption is a matter of trust, not just innovation. Future success will depend not only on what GenAI can do, but on how its capabilities are delivered—securely, transparently, and with empathy for the user.

Consumers are ready to explore AI-powered services, but only with partners they trust. Companies that take the time to align their AI strategies with these insights will not just meet user expectations—they’ll define the future of ethical and empowering technology experiences.

As we navigate this powerful new frontier, the organizations that prioritize trust from day one will win hearts, minds, and market share.