Public trust in AI companies is increasing significantly

Artificial intelligence (AI) and diversity, equity, and inclusion (DEI) are critical topics for modern companies. A survey by Mission North's Brand Expectations Index revealed that how businesses communicate these issues is evolving. Leaders must balance being transparent with creating strategic messages to gain public trust. AI tools like ChatGPT and Google’s Gemini are becoming widely used. In 2025, trust in AI companies increased, with major players like Google, Amazon, and Microsoft being the most trusted. However, newer AI companies still struggle with public trust. Knowledge workers want ethical and secure AI development. Many prefer self-regulation over government oversight. Support for DEI programs is strong, despite some backlash against the term itself. A majority believes in the value of diverse perspectives, yet many feel companies are not fully committed to inclusivity. Environmental concerns also remain important, with a high percentage of the public supporting corporate sustainability initiatives. Going forward, businesses are advised to take control of their messaging about AI and DEI. They should focus on clear communication, especially from their CEOs. Companies should emphasize actions over labels when promoting inclusivity and sustainability. Engaging directly with audiences through trusted content will further build credibility and trust. Companies that effectively communicate their values around AI and DEI will create stronger brands. In a fast-changing landscape, transparency and authenticity will help navigate challenges and opportunities in the coming years.