{"id":10909,"date":"2023-06-01T11:37:00","date_gmt":"2023-06-01T11:37:00","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=10909"},"modified":"2026-02-05T07:34:32","modified_gmt":"2026-02-05T07:34:32","slug":"4-steps-to-build-customer-trust-in-ai","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/in\/blog\/4-steps-to-build-customer-trust-in-ai\/","title":{"rendered":"Building Customer Trust in AI: A 4-Step Guide For Your Business"},"content":{"rendered":"\n<p>The&nbsp;current digital-first&nbsp;landscape&nbsp;makes the&nbsp;adoption&nbsp;of Artificial Intelligence (AI)&nbsp;crucial for businesses. Globally,&nbsp;<a href=\"https:\/\/www.ibm.com\/watson\/resources\/ai-adoption\" target=\"_blank\" rel=\"noreferrer noopener\">four out of five companies<\/a>&nbsp;are gearing up to integrate&nbsp;AI within their business operations.&nbsp;In India too, AI&nbsp;adoption&nbsp;is expected to contribute a projected&nbsp;<a href=\"https:\/\/www.pib.gov.in\/PressReleasePage.aspx?PRID=1877503\" target=\"_blank\" rel=\"noreferrer noopener\">10%<\/a>&nbsp;to the country\u2019s USD 5 trillion GDP target by 2025.<\/p>\n\n\n\n<p>Customers are increasingly aware of the pervasive role of AI in various aspects of their lives, particularly in business. The fifth edition of&nbsp;<a href=\"https:\/\/www.salesforce.com\/in\/resources\/research-reports\/state-of-the-connected-customer\/?d=7013y000002d5miAAA\" target=\"_blank\" rel=\"noreferrer noopener\">Salesforce State of the Connected Customer Report<\/a>&nbsp;highlights this increasing customer awareness about AI, its value in daily life, and its possible risks.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69dbed4dda683&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69dbed4dda683\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.salesforce.com\/content\/dam\/blogs\/in\/2023\/06\/4-steps-to-build-customer-trust-in-ai-Inline-graphic.png\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>As the use of generative AI becomes more prevalent, it is crucial for&nbsp;businesses&nbsp;to understand and address customer concerns surrounding this new technology.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"what-are-some-customer-concerns-regarding-the-use-of-ai-in-business\">What are some customer concerns regarding the use of AI in business?<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"1-apprehensions-about-data-privacy-risks\">1. Apprehensions about data privacy risks<\/h3>\n\n\n\n<p>Customers are rightfully concerned about&nbsp;<a href=\"https:\/\/ciso.economictimes.indiatimes.com\/news\/india-ranks-2nd-in-total-number-of-breaches-exposed-in-2022\/98355273\" target=\"_blank\" rel=\"noreferrer noopener\">rampant data breaches<\/a>.&nbsp;This has resulted in&nbsp;privacy&nbsp;concerns&nbsp;about\u202fthe use of\u202fAI in business, such as:&nbsp;&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Indefinitely&nbsp;storing&nbsp;data that outlasts its creator and collectors.&nbsp;This increases the&nbsp;risk of misuse, abuse, and downright exploitation<\/li>\n\n\n\n<li>Using data for purposes other than those originally intended<\/li>\n\n\n\n<li>Targeting individuals who are not the subject of the original data collection exercise<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"2-confusion-around-ethical-data-collection-practices\">2. Confusion around ethical data collection practices<\/h3>\n\n\n\n<p>Data fuels AI.&nbsp;As businesses collect more and more customer data, customers worry about confidentiality, consent, compensation, bias, and the\u202f<a href=\"https:\/\/www.salesforce.com\/in\/blog\/2022\/12\/build-responsible-ai.html\" target=\"_blank\" rel=\"noreferrer noopener\">responsible use of AI<\/a>.\u202f&nbsp;<\/p>\n\n\n\n<p>With increased AI adoption,&nbsp;many devices, apps, and&nbsp;platforms&nbsp;may&nbsp;have&nbsp;built-in data collection features. This&nbsp;leaves customers with limited options about what data to share.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"3-lack-of-consensus-and-regulatory-framework\">3. Lack of consensus and regulatory framework<\/h3>\n\n\n\n<p>Policymakers&nbsp;worldwide&nbsp;are still\u202fgrappling with\u202fthe best way to handle AI and&nbsp;customer data.&nbsp;This lack of consensus creates a challenge for customers who want to compare how businesses are using AI.&nbsp;<\/p>\n\n\n\n<p>However, it is not all gloom and doom. Despite concerns, customers are hopeful about AI having a positive impact on their\u202foverall purchase experience.<\/p>\n\n\n\n<div class=\"wp-block-columns has-background is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\" style=\"background-color:#f4f4f4\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h5 class=\"wp-block-heading\">81% of Indian respondents are open to the use of AI to improve their experience.<\/h5>\n\n\n\n<p><a href=\"https:\/\/www.salesforce.com\/in\/resources\/research-reports\/state-of-the-connected-customer\/?d=7013y000002d5miAAA\"><em><strong>The Salesforce State of the Connected Customer Report<\/strong><\/em><\/a><\/p>\n<\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"4-ways-businesses-can-help-build-customers-trust-in-ai\">4 ways businesses can help build customers\u2019 trust in AI<\/h2>\n\n\n\n<p>When it comes to handling sensitive customer data, regulatory&nbsp;compliance,\u202fethical data collection\u202fpractices and\u202ftransparency in data&nbsp;usage&nbsp;can increase customer trust.&nbsp;<\/p>\n\n\n\n<p>Here are&nbsp;some\u202fsteps that can help&nbsp;you&nbsp;assuage customer concerns about the\u202fuse of AI in business.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"1-consult-experts-and-explore-independent-reviewing\">1. Consult experts and explore independent reviewing<\/h3>\n\n\n\n<div class=\"wp-block-columns has-background is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\" style=\"background-color:#f4f4f4\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h5 class=\"wp-block-heading\">59% of customers were more likely to trust AI solutions that were developed in collaboration with human rights experts.&nbsp;<\/h5>\n\n\n\n<h5 class=\"wp-block-heading\">42% of customers were more likely to be comfortable with AI solutions launched post an ethics.<\/h5>\n\n\n\n<p><a href=\"https:\/\/www.salesforce.com\/in\/resources\/research-reports\/state-of-the-connected-customer\/?d=7013y000002d5miAAA\"><em><strong>The Salesforce State of the Connected Customer Report<\/strong><\/em><\/a><\/p>\n<\/div>\n<\/div>\n\n\n\n<p>Customers look to non-biased entities to safeguard their rights related to their personal data.&nbsp;By basing your&nbsp;decision-making on inputs from such entities&nbsp;for the development and deployment of AI systems, you can gain customer trust.&nbsp;&nbsp;<\/p>\n\n\n\n<p>For example, incorporating inputs from human rights experts into&nbsp;AI-powered&nbsp;social media content moderation can help ensure that users&#8217; freedom of expression is protected and that&nbsp;marginalised&nbsp;voices are not disproportionately silenced.&nbsp;<\/p>\n\n\n\n<p>Secondly, undergoing an ethics audit by a neutral third party can help&nbsp;you&nbsp;identify&nbsp;and resolve any gaps in&nbsp;your&nbsp;AI ethical policies.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"2-make-sure-your-underlying-research-is-publicly-available\">2. Make sure your underlying research is publicly available<\/h3>\n\n\n\n<div class=\"wp-block-columns has-background is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\" style=\"background-color:#f4f4f4\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h5 class=\"wp-block-heading\">51% of customers will trust AI in business when supported by transparent, public information about the research and methods involved.<\/h5>\n\n\n\n<p><a href=\"https:\/\/www.salesforce.com\/in\/resources\/research-reports\/state-of-the-connected-customer\/?d=7013y000002d5miAAA\"><em><strong>The Salesforce State of the Connected Customer Report<\/strong><\/em><\/a><\/p>\n<\/div>\n<\/div>\n\n\n\n<p>When it comes to dealing with sensitive information and collecting data from your customers, transparency plays a crucial role. In a digital-first business environment, customers increasingly seek human attributes such as transparency or operations and integrity in research methodolgies.&nbsp;When you&nbsp;exhibit&nbsp;such values through your business practices, especially in the context of&nbsp;your&nbsp;AI usage,&nbsp;you can build long-term relationships with customers.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"3-offer-customers-greater-visibility-on-how-you-use-ai\">3. Offer customers greater visibility on how you use AI<\/h3>\n\n\n\n<div class=\"wp-block-columns has-background is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\" style=\"background-color:#f4f4f4\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h5 class=\"wp-block-heading\">71% of customers prefer more say in how a business could use AI at a customer level.<\/h5>\n\n\n\n<p><a href=\"https:\/\/www.salesforce.com\/in\/resources\/research-reports\/state-of-the-connected-customer\/?d=7013y000002d5miAAA\"><em><strong>The Salesforce State of the Connected Customer Report<\/strong><\/em><\/a><\/p>\n<\/div>\n<\/div>\n\n\n\n<p>Explicit consent involves providing concise information on AI use, data collection, storage duration, and access. Obtaining explicit consent is crucial to address customer scepticism about AI ethics. It demonstrates the ethical use of AI and builds trust by ensuring that customers are fully informed about how their data will be used and have given clear agreement to its use.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"4-actively-solicit-feedback-from-your-customers\">4. Actively solicit feedback from your customers<\/h3>\n\n\n\n<div class=\"wp-block-columns has-background is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\" style=\"background-color:#f4f4f4\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h5 class=\"wp-block-heading\">56% of customers said they were likely to trust AI in businesses that solicited feedback for improvements.<\/h5>\n\n\n\n<p><a href=\"https:\/\/www.salesforce.com\/in\/resources\/research-reports\/state-of-the-connected-customer\/?d=7013y000002d5miAAA\"><em><strong>The Salesforce State of the Connected Customer Report<\/strong><\/em><\/a><\/p>\n<\/div>\n<\/div>\n\n\n\n<p>To build trust in the use of AI for business gains, actively seek customer feedback through surveys or social media. Use the feedback to identify areas where the AI systems need improvement and take steps to address concerns, such as expanding datasets to reduce bias. For example, an AI-powered recruitment tool can be made more ethical by using feedback to identify and address specific areas of bias.<\/p>\n\n\n\n<p>Communicate these changes to your customer through emails, social media posts, or in-app notifications. This helps demonstrate your commitment to ethical and responsible AI use, which increases the customer\u2019s trust.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"ensuring-the-ethical-use-of-ai-in-business-with-salesforce\">Ensuring the ethical use of AI in business with Salesforce<\/h4>\n\n\n\n<p>Value-driven\u00a0businesses\u00a0focused on\u00a0a culture of ethics\u00a0are\u00a0better positioned to develop and use AI safely, accurately, and ethically. <a href=\"https:\/\/www.salesforce.com\/in\/artificial-intelligence\/\" target=\"_blank\" rel=\"noreferrer noopener\">Salesforce\u2019s AI solution,\u00a0Einstein\u00a0GPT<\/a>\u00a0integrates with the entire Salesforce suite to create technology solutions that use \u202f<a href=\"https:\/\/www.salesforceairesearch.com\/trusted-ai\" target=\"_blank\" rel=\"noreferrer noopener\">trusted AI\u279a<\/a>\u00a0and follow ethical guiding principles around privacy, safety, honesty, human\u00a0rights, and inclusivity.\u00a0Equipped with Einstein GPT, the world\u2019s first generative AI for CRM, Einstein helps you use AI to deliver personalised experiences and get work done faster while following ethical guiding principles around privacy, safety, honesty, human rights, and inclusivity.\u202f\u00a0<\/p>\n\n\n\n<p>It ensures:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Secure data handling via&nbsp;data masking and data&nbsp;anonymisation.&nbsp;<\/li>\n\n\n\n<li>Predictive modeling without using personally identifiable information (PII), which helps protect individual privacy while still&nbsp;providing&nbsp;useful insights for businesses.&nbsp;<\/li>\n\n\n\n<li>Transparency and visibility into how data is being used, making it easier to win customer trust.&nbsp;<\/li>\n\n\n\n<li>AI&nbsp;usage&nbsp;in compliance with data privacy regulations such as GDPR, CCPA, and HIPAA.<\/li>\n<\/ul>\n\n\n\n<div class=\"layout-five wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Discover the trends shaping the future of customer engagement<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Insights from 14,300 consumers and business buyers on how AI, digital transformation, and macroeconomic trends are changing customer engagement.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_blank\" href=\"https:\/\/www.salesforce.com\/in\/resources\/research-reports\/state-of-the-connected-customer\/?d=7013y000002Ke16AAC&#038;nc=7013y000002aQtiAAE&#038;FALSEBlog-StateofCC&#038;utm_source=Blog&#038;FALSE&#038;utm_campaign=IN-Commrce-StateofCC&#038;utm_content=All-cont-7013y000002Ke16AAC\">Find out more<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/in\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-five.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/in\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-five.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/in\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-five.png\" alt=\"\">\n\t\t\n\t<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Businesses can address customer concerns about AI in business with ethical data collection practices and responsible use of AI in business.<\/p>\n","protected":false},"author":1,"featured_media":10911,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"23fde69da70f4542898ebd3d1e0027d2","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[556],"sf_content_type":[],"coauthors":[554],"class_list":["post-10909","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-artificial-intelligence"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - 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