The Trust Algorithm

As generative AI and other technologies continue to become more deeply ingrained in our society, there is a growing concern about our ability to separate fact from fiction. Recognizing the importance of transparency, over eight in 10 people believe that companies should openly disclose their use of AI. This drive toward transparency doesn't signify a complete reluctance to embrace the technology; in fact, many envision AI as an integral, trusted support system within the next five years, serving various roles such as personal shopper, doctor, therapist, career advisor, and travel planner.

The Trust Algorithm

As a society, we no longer agree on what is and isn't true.



World Map

Companies should disclose when they use AI in their products, services, and experiences.

Percent who agree

Global Average 74%



I don't know what's real and what's fake when I read the news.

Man shouting about a math newspaper Illustration

Overall, men are more likely to trust AI within the next five years to…

Percent who selected

I am most trusting of AI built by...

Percent who selected

Here's a look at how people are addressing trust around the globe

The results for the Ford Trends 2024 survey are based on 16,086 online interviews across 16 countries. The survey was conducted among the general population, ages 18 years and older in the following countries: Australia, Brazil, Canada, China, France, Germany, India, Italy, Mexico, Saudi Arabia, South Africa, Spain, Thailand, United Arab Emirates, United Kingdom and the United States. Respondents from United Arab Emirates and Saudi Arabia were required to be nationals of their respective countries.

While the data within countries were weighted to be representative, the overall sample of 16,086 was not weighted across countries. That is, we do not claim that aggregated data is representative based on country population sizes across the participating countries.

We have defined generational cohorts as follows: Gen Z (18-26 years of age), Millennials (27-42 years of age), Gen X (43-58 years of age), Boomers (59-77 years of age).

All fieldwork for this survey took place between August 11 and September 1, 2023. The survey was 15 minutes in length, on average, with sample sizes per country as follows:

Region Country Sample Size
Australia 1,005
Brazil 1,009
Canada 1,005
China 1,004
France 1,005
Germany 1,001
India 1,001
Italy 1,007
Mexico 1,002
Middle East (nationals only) Saudi Arabia 503
Middle East (nationals only) UAE 505
South Africa 1,007
Spain 1,007
Thailand 1,003
U.K. 1,001
U.S. 2,021
Total 16,086