Trust, attitudes and use of artificial intelligence: A global study 2025

AI has the immense potential to transform lives, boost industries and help tackle some of the most pressing global issues. Fully realizing this potential requires collaboration, a collective commitment to responsible innovation and appropriate regulation with education programs and skills development initiatives to help individuals better harness AI’s power.

Led by the University of Melbourne in collaboration with KPMG, Trust, attitudes and use of Artificial Intelligence: A global study 2025, surveyed more than 48,000 people across 47 countries to explore the impact AI is having on individuals and organizations. It is one of the most wide-ranging global studies into the public’s trust, use, and attitudes towards AI to date.

The findings reveal that AI adoption is on the rise, but trust remains a critical challenge - reflecting a tension between the benefits and risks:

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The intelligent age has arrived

66% of people use AI regularly, and 83% believe the use of AI will result in a wide range of benefits.

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Trust remains a critical challenge

Yet, trust remains a critical challenge: only 46% of people globally are willing to trust AI systems.

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AI regulation

There is a public mandate for national and international AI regulation with 70% believing regulation is needed.

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AI at work

Many rely on AI output without evaluating accuracy (66%) and are making mistakes in their work due to AI (56%).

This research, along with our perspective on the findings, offers a data-driven view of where leadership focus, strategic investment and workforce enablement are most urgently needed and how rising public expectations for strong AI regulation and governance need to be addressed.

For organizations to realize the true potential of AI and achieve a competitive advantage, there are four key actions that leaders should prioritize:

Transformational leadership
Enhancing trust
Boosting AI literacy
Strengthening governance

By acting decisively to address these areas, organizations can not only mitigate current risks but also drive sustainable innovation and growth.

Alongside the study, we’ve developed our perspective on the global study’s finding - The age of Intelligence – Empowering human-AI collaboration for a trusted future explores the implications for organizations and highlights how they can leverage these insights to harness the transformative power of AI.

The age of intelligence

Empowering human-AI collaboration for a trusted future

Download KPMG’s perspective

Trust, attitudes and use of artificial intelligence

A global study 2025

Download the findings

Key findings from the Nordic perspective

Although there are differences among the Nordic countries, they generally demonstrate a pragmatic and cautious approach to AI adoption, grounded in strong ethical concerns, commitment to regulation, and a focus for governance. While still evolving, the region has the potential to lead in human-centered AI development, provided greater attention is directed toward AI literacy, adoption equity, and cross-country collaboration.

Nordic workplaces report both positive impacts and challenges of AI adoption. Positive impacts focus on efficiency gains, work quality improvements, and improved accessibility, with 70-75% of respondents affirming these benefits. Challenges include increased workload and stress, as well as errors stemming from over-reliance on AI systems, reported by roughly 50-60% of respondents across the region.

Nordic organizations are in the early stages of developing robust AI governance structures. Only 23-60% of organizations have implemented formal AI strategies, with Norway and Denmark leading in preparedness.

AI use in workplaces and organizations is growing across the Nordic region, with adoption rates varying from 58-82%. However, intentional AI usage by employees is somewhat lower. Norway leads in adoption, while Finland and Sweden are slower, mirroring their lower trust levels and training availability. This growth aligns with broader efforts to integrate AI into daily workflows, but uneven maturity across countries suggests room for stronger regional collaboration.

Despite being a region known for its tech innovation, AI literacy levels are moderate overall - only 26-59% of respondents feel confident in their AI knowledge and skills, with Norway leading and Finland lagging. A shortage of formal or informal training opportunities is highlighted, underscoring a gap between AI interest and practical skill-building efforts.

“The Nordic countries exhibit a balanced approach to AI adoption, prioritizing efficiency and improved work quality with 70-75% of respondents already experiencing benefits of AI.

Despite tech innovation, Nordic countries face hurdles, notably skepticism and relatively low trust levels with only 40% willing to trust AI systems. Also AI literacy and training opportunities are insufficient, leading to a gap between interest and practical skills.

Going forward it is critical to increase workplace integration of AI with employee training and value capture programs and well as building trust, transparency and accountability with AI governance and ethical AI policies.”

Jan Nyström
Head of Data, AI and Emerging Technologies
KPMG in Finland

The Nordic results compared to the global

Nordics are more skeptical
Lower AI trust and approval levels in Nordic nations compared to global averages signal a more cautious approach, possibly rooted in higher societal sensitivity to ethical issues and risks.

Global optimism versus Nordic pragmatism
While global respondents exhibit more optimism about AI's potential in industries, Nordic nations focus more on pragmatic concerns (risk mitigation, regulation, and governance).

Shared concerns but differently prioritized
Nordic nations echo global concerns (e.g., misinformation, AI ethics), but prioritize risks like loss of human interaction or workplace stress, which may reflect cultural differences (e.g., emphasis on workplace quality).

Country perspectives

About the survey

Data was collected in each country using representative research panels. Panel members were invited to complete the survey online, with data collected between November 2024 and mid-January 2025.

The University of Melbourne research team, led by Professor Nicole Gillespie and Dr Steve Lockey, led the design, conduct, data collection, analysis, and reporting of this research.

To cite this research and for full research findings and method details:

Gillespie, N., Lockey, S., Ward, T., Macdade, A., & Hassed, G. (2025). Trust, Attitudes and Use of Artificial Intelligence: A Global Study 2025. The University of Melbourne and KPMG. DOI 10.26188/28822919

This research was supported by the Chair in Trust research partnership between the University of Melbourne and KPMG Australia, with funding from KPMG International, KPMG Australia, and the University of Melbourne.

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Jan Nyström

Jan Nyström

Partner, Head of Data, AI & Emerging Technologies

KPMG in Finland

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