AI and Trust: What Truly Shapes Human Behavior in 2025

The 2025 Edelman Trust Barometer Flash Poll makes one thing clear: we are no longer in an era of technological shifts, but in an era of trust shifts. Trust or the lack of it now determines how quickly society adopts AI, how people make purchasing decisions, and how businesses evolve.

The global attitude toward AI is deeply fragmented. Brazil and China show high optimism and readiness to integrate AI into daily life. Germany, the UK, and the U.S. express far more skepticism. People are not afraid of the technology itself, they are afraid of uncertainty: how their data is used, how transparent the algorithms are, and whether AI is being imposed on them without choice.

One of the most important findings: trust in AI grows not because brands talk about it.
Trust grows when people personally experience value. When AI helps someone understand complex tasks, make better decisions, or save time, trust increases dramatically. This is a critical signal for businesses: adding AI features is not enough. You must create an experience that is noticeable, useful, and repeatable.

This directly affects consumer behavior. People are already willing to delegate financial management, major purchases, and even job search tasks to AI.
In practice, AI is becoming a new decision-making intermediary — an algorithmic “marketplace” that influences what people see, consider, and ultimately buy. Businesses must learn to communicate not only with audiences but also with the algorithms that shape recommendations.

Another powerful insight: the hierarchy of trusted voices has changed. The most trusted messengers on AI are not CEOs, not governments, and not even industry experts. The highest trust comes from “people like me” — peers, family, colleagues, small communities. The future of communication lies in peer recommendations, real user cases, transparent explanations, and human-centered narratives. Brands don’t win through claims — they win through experience and credibility amplified by real people.

Employers also play a crucial role. Employees trust their employer more than the government or media when it comes to AI adoption. When companies communicate honestly, provide training, and clearly show that AI is about productivity, not elimination, acceptance grows dramatically.

Ultimately, the key to successful AI transformation is not only technical — it is communicative. AI is reshaping business models, but trust is reshaping human behavior. And the companies that learn to build trust through transparency, education, honesty, and demonstrated value will gain a strategic advantage in the years ahead.