ChatGPT is about to hit its one year anniversary, but for many Kiwis artificial intelligence (AI) is still creating distrust and anxiety.
A recent global survey looking at 31 countries by Ipsos, it was revealed that Kiwis are more nervous and distrustful about AI than their global counterparts.
Only 43 percent of Kiwis trust companies that use the technology to protect their personal data and 42 percent say they trust companies that use AI as much as they trust other companies.
Meanwhile, 63 percent of Kiwis surveyed say that the technology has made them nervous, eleven percent more than the global average at 52 percent.
HMC Director Heather Claycomb says that AI has “muddied the waters of trust” between businesses and customers.
“Generative AI is relatively new – we are just days away from ChatGPT’s one-year launch anniversary,” says Claycomb.
“However, most people in our community have virtually no awareness or understanding of generative AI technologies. So, when they discover that a photographic image isn’t a real picture, or that an article was produced by a computer, not a person, it jars their mind. They can become distrustful very quickly.”
Claycomb says to combat the nervousness and suspicion arising, businesses must be purposeful to reap the benefits of trust.
“Creating a high-trust organisation is basically your license to operate. It gives you the power to take risks and recover quickly when you make mistakes. Trust gives you a competitive advantage. And high-trust organisations reap the rewards of loyal, hard-working staff,” she adds.
So how can businesses build trust?
She says five key principles need to be implemented.
One: be authentic and real. In an era where it is hard to distinguish what is real or not, there is an opportunity to grab and that is emphasising authenticity.
“Our business sector has concentrated so hard on becoming global, the ‘age of AI’ could force organisations back to local, back to being authentic and back to building relationships in our immediate communities. And when this happens, it could be incredibly transformative to the way we do business,” says HMC Senior Account Manager, Emma Letessier.
Two: listening. Claycomb says listening and absorbing is one of the most important steps in building trust.
“Build in several feedback mechanisms into everything you do. And ensure your staff is connected to those who matter most to your business. Listening and acting on what you are hearing is critical for trust-building,” she adds.
Three: storytelling that demonstrates value. This principle goes hand in hand with authenticity, this is just communicating those values.
Claycomb adds that by creatively getting those business values in front of staff, customers and the community, the organisation is always bound to grow in trust.
Four: keeping promises, and apologising when you don’t.
“Every organisation will make a mistake at some point. A key to building trust is being proactive to acknowledge and apologise when you make a mistake and then fix it,” says Claycomb.
And lastly, five: entertain and have a laugh. The power of shared laughter is unbelievable when it comes to building relationships.
CEO of King St, Chris Williams says that the bond of shared happiness only builds camaraderie and trust from there.