The New Path to Trust goes through Artificial Intelligence

Bruce MacLellan

Image ALT Text Creator said: Long, enclosed hallway with minimalistic white walls and a black ceiling featuring linear LED lights in white and green, creating a futuristic, tunnel-like atmosphere.

We have entered the most profound period of change since the beginning of time in how people find and trust information. Increasingly, people trust Artificial Intelligence (AI) systems that help them solve problems and make decisions, supplementing or replacing the elders, experts, and institutions that have historically dominated.

Leaders are facing a clear and urgent challenge to develop and implement AI analysis and strategies. AI is much more than internal operating efficiencies. It links directly to the reputation and operation of their organization. To their sales and the survival of their business.

Yogi Berra once said, “the future ain’t what it used to be.” This memorable comment has never been more true.

What we’re seeing is not just changing preferences, it’s evidence of an information environment where people increasingly trust technology rather than institutions. They’re shifting to trust machines more than mankind. This shift should serve as a wake-up call for leaders — trust no longer follows a traditional hierarchy.

As a Canadian-owned agency with operations in both the United States and Canada, we study the trends. Our research shows that driving the change in both countries is a coalition of higher-income earners, managers, and millennials. Gen Z is close behind. These groups are the people who overwhelmingly trust AI to improve a variety of services. They’re also the people most often using LLMs (Large Language Models) such as ChatGPT or Gemini.

Moreover, as various institutions or leaders experience crises and conflicts, AI is in the wings to seize their place. Here’s the stunning result of our November 2025 survey of 1,500 Americans: 37 percent of U.S. adults trust AI searches for reliable information, compared to just 31 percent who trust the U.S. government for reliable information. The US government is 236 years old, and its trust has already been surpassed by something that has been mainstream for less than a decade.

Dysfunction and conflict dominate American politics, so maybe this trust shift should be expected. But the numbers are even higher for specific sectors. When it comes to American expectations for AI to improve competency and efficiency, 50 percent of U.S. adults say they trust AI to improve education, 48 percent trust AI to improve healthcare, travel, and entertainment, and 36 percent trust AI to improve government services.

As communication strategists, we are already helping clients to unpack their standing in AI answers and the factors that determine their standing in each tool (yes, they differ). Here’s a starting point for every CEO: What does AI say about your brand?