While Artificial Intelligence Grows, Trust is Stalled

Ally MacLellan

A child gently touches the fingertip of a humanoid robot hand, symbolizing the connection between humans and technology.

According to the 2025 Proof Strategies CanTrust Index, only 33% of Canadians now believe that AI will have a positive impact on the economy, down from 39% in 2018. 

While AI tools like ChatGPT and personalized recommendations on streaming services have become more widely adopted and integrated into everyday life, trust in their benefits hasn’t kept pace. Organizations that incorporate it into their operations require a strategic plan for establishing trust. 

In good news, younger generations and those with higher education are more optimistic about AI’s potential; 66% of Gen Z report using AI regularly, and 50% of university-educated Canadians trust role in society. However, for many, AI remains an unknown entity, and where there is uncertainty, skepticism follows. 

This trust gap is both a challenge and an opportunity. Brands and organizations leveraging AI must be intentional about transparency, responsibility, and communication to build confidence in the technology and its applications. 

Who Trusts AI – and Who Doesn’t? 

AI adoption skews young. Gen Z, the digital-native generation, embraced AI at a rate far outpacing older demographics. Those with higher levels of education are also more likely to trust the benefits of AI, while men are more frequent users of AI in both personal and professional settings. 

Despite these adoption trends, trust in AI is not universal, and concerns about its implications are growing. Just under half (43%) of Canadians worry that AI will decrease the trustworthiness of information. In a world where misinformation spreads quickly, AI’s role in content generation raises valid concerns about authenticity, accountability, and source credibility. 

Canadians believe AI can benefit the retail, healthcare, and travel sectors. But the challenge remains: How can brands and organizations build trust when using AI? 

For communication and PR professionals, building foundational AI skills is crucial—not only for confident adoption but also for addressing trust and clarity in AI interactions. Recognizing this need, I recently collaborated with Meltwater to launch an online course, AI Prompt Writing for PR & Communication Professionals. The course helps practitioners unlock the full potential of generative AI by mastering clear, strategic prompting. By honing these foundational skills, professionals can effectively and responsibly engage with AI tools—no guesswork required. 

Building Trust Through Transparency 

AI’s influence is only going to grow. But trust isn’t granted; it’s earned.  A strong first step is communicating openly about AI’s role in products and services. Consumers want to know if they’re interacting with AI and what that means for their experience. Clear messaging about AI’s function, limitations, and benefits can help address skepticism before it becomes distrustful. 

For example: 

Organizations across sectors can learn from strong examples of transparent AI communication, such as the Nature Conservancy of Canada (NCC). Recently, NCC clearly communicated how it leverages AI to enhance conservation planning. By openly sharing details about their AI-powered tools—such as the ‘Where to Work’ and ‘What to Do’ platforms—they highlighted how AI directly supports biodiversity goals and informed strategic conservation actions.  

The Content Imperative: AI and Brand Visibility 

Beyond the responsible use of AI, brands must also consider how AI-generated content influences consumer perceptions. AI-powered tools are reshaping content ecosystems, making brand visibility a critical strategic advantage. Organizations that optimize content specifically for AI discovery ensure greater accuracy, visibility, and control over how their brand appears in AI-driven searches and recommendations. 

This optimization can be achieved by: 

  1. Prioritizing strong SEO practices to ensure AI tools can pull accurate, authoritative information. 
  2. Creating multimodal content—video, audio, text—to engage AI-powered tools and your target audiences. 
  3. Leveraging third-party validation, like guest content and media mentions, to reinforce credibility. 

In addition to the above, Proof Strategies leverages proprietary insights into AI-powered search and content discovery, uniquely positioning our clients to proactively influence AI-generated narratives. 
 

Trust is an Active Choice 

Trust in AI isn’t automatic—it’s actively built. Organizations that intentionally prioritize transparency, ethical AI practices, and digital authority today will thrive as trusted leaders in the increasingly AI-driven landscape of tomorrow.