Global consumers call for greater AI transparency, Says RWS research

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A sharp rise in AI-generated content is prompting global consumers to call for greater transparency from businesses, according to RWS : Unlocked 2025: Riding the AI Shockwave report.

A recent RWS report, based on research from 5,000 consumers across 14 global markets, found that 80% of consumers believe AI-created content should be clearly labeled, with 62% stating that transparency would increase trust in a brand. The report explores consumer sentiment towards AI and its use in global business communications.

Building trust through transparency

As businesses increasingly turn to AI-generated content, consumers are noticing the shift. The research found that 76% of consumers have already observed a rise in AI-enabled customer service chatbots.

While 71% of consumers see AI’s benefits, 82% of those concerned with AI trust it more if humans are involved in its development, and 84% trust AI that demonstrates transparency and explainability.

Vasagi Kothandapani, president, Enterprise Services at RWS: “While excitement around generative AI remains high, businesses face a mounting challenge – consumer trust. 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.”

AI adoption in regulated Industries

In regulated industries, the research also found that consumers have concerns about businesses that use AI, with 73% of consumers globally admitting discomfort with the use of AI in at least one of the legal, financial services or healthcare sectors.

Navigating AI with transparency and trust

Businesses need AI solutions that ensure accuracy, cultural relevance, and real-world impact. With human oversight, companies can reduce bias, improve quality, and enhance trust—essential for industries focused on compliance. Prioritising transparent, responsible AI builds trust, fosters understanding, and strengthens customer connections.

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Drapers Hall
Drapers Hall