Perspectives

If you ask the average American how they feel about the technology industry today, you’re likely to get mixed responses. Once celebrated as engines of progress, tech companies find themselves facing more public doubt and scrutiny. Today’s stories about innovation are now competing with headlines about data breaches, misinformation, and the unchecked power of digital platforms. We saw this play out live at our July 2025 workshop on AI assurance, in collaboration with All Tech Is Human and techUK, where distrust in AI systems and their regulatory challenges were recurring topics. In 2025, trust is no longer a given—it’s a currency that tech companies must fight to earn and protect.

This crisis of confidence is not just anecdotal. According to Gallup, the number of Americans with confidence in large tech companies stood at 27% in 2024, down from 32% in 2020. On artificial intelligence (AI), a 2024 Pew Research Center study found that only 17% of adults expect AI will have a positive impact on the U.S. over the next 20 years. A trust deficit also exists between teens and tech platforms. Common Sense found that 64% of teens do not believe tech companies care about their mental health and well-being and 47% have little to no trust that these companies will use AI responsibly.

Why has trust eroded over the years? The answer lies not just in high-profile scandals or data breaches, but also in the rapid pace of new innovations. The advancement of AI is making it easier to spread misinformation and fake content, often blurring the line between what’s real and what’s not. And the more powerful these technologies become, the harder it will be for society to keep up with rules and protections that match the speed of change. Social media companies have struggled to balance free expression with the responsibility to curb misinformation and hate speech. The result is a sense that tech giants are more interested in profits than in the well-being of their users or society at large.

Yet, the path to redemption is not closed. The current climate presents a unique opportunity for tech brands to rebuild trust by embracing a new playbook rooted in transparency, user empowerment, and genuine engagement.

First, transparency must become more than a buzzword. Too often, companies release dense privacy policies or vague statements about “protecting user data” that do little to inform or reassure the public. Instead, companies should communicate clearly and proactively about how data is collected, used, and protected. This means plain-language disclosures, regular transparency reports, and open channels for users to ask questions or raise concerns. According to AI experts, companies that are transparent about their AI and data practices see significantly higher levels of consumer trust and engagement.

Second, user agency should be at the heart of every product and policy decision. People want to feel in control of their digital lives, not at the mercy of algorithms or hidden data brokers. This means giving users meaningful choices about what information they share, how it’s used, and what content they see. It also means being honest about the trade-offs involved. For example, if a platform uses AI to personalize content, it should explain how those recommendations are made and give users the option to adjust or opt out.

Third, tech companies must maintain ongoing dialogue with their stakeholders, not just when a crisis hits but as a matter of course. This means listening to users, employees, regulators, and third-party organizations, and being willing to admit mistakes and course correct. While some companies today do take accountability for their actions and have mechanisms in place to capture and implement stakeholder feedback into their products and services, there are still companies that don’t appreciate the value of seeking out and nurturing stakeholder relationships. Proactive engagement and willingness to evolve are essential for building credibility and trust in today’s digital landscape.

Finally, tech leaders must recognize that trust is not just a PR issue but also a business imperative. In a world where consumers have more choices than ever, reputation can be a company’s greatest asset or its Achilles’ heel. A 2024 Deloitte survey found that 64% of consumers say they would likely switch brands after a data incident, such as a data breach or misuse of user information. The stakes could not be higher.

Rebuilding trust won’t happen overnight. It requires a sustained commitment to transparency, user empowerment, and genuine engagement. But for companies willing to do honest work, the reward is not just a stronger reputation—it’s a more resilient business and a healthier relationship with customers. In the age of digital skepticism, trust is the ultimate innovation.