Global study reveals trust of AI remains a critical challenge reflecting tension between benefits and risks

With people in emerging economies reporting higher AI adoption, trust, and perceived benefits, it’s clear that the technology’s impact is not evenly distributed—but its potential is universal. It is without doubt the greatest technology innovation of a generation and it is crucial that AI is grounded in trust given the fast pace at which it continues to advance, if its potential is to be realized at the same rate. Organizations have a clear role to play when it comes to ensuring that AI is both trustworthy and trusted. People want assurance over the AI systems they use which means AI’s potential can only be fully realized if people trust the systems making decisions or assisting in them. This is why KPMG developed our Trusted AI approach, to make trust not only tangible but measurable for clients.

The findings show that AI is bringing benefits to employee experience and with these enhanced opportunities to generate revenue, but at the same time introducing risks that business leaders need to respond to. Establishing a culture that encourages responsible and transparent use of AI and a governance framework including comprehensive programs to educate and empower personnel for responsible AI use is key.

In Thailand, the regulatory bodies have proposed two draft laws related to Artificial Intelligence (AI): The Draft Royal Decree on Business Operations that Use Artificial Intelligence Systems and The Draft Act on the Promotion and Support of AI Innovations in Thailand, along with draft principles of AI Regulations to align the Draft Decree and Draft Act with advancements in artificial intelligence development, relevant laws and practices in other countries, and the domestic context. These regulations and related guidance seek to promote the core principles for ethical use of AI including Transparency and Explainability, Fairness and Equity, Security and Safety, Robustness and Reliability, Human-centricity, Privacy and Data Governance and Accountability and Integrity. The public hearing process on the draft principles of AI Regulations concluded in June 2025. Currently, the feedback from that process is being assessed with a view to including amendments to the Draft Decree and Draft Act before enactment. Whilst the timeline for the announcement and enforcement of the AI regulations remains uncertain, we should anticipate a future in where the ethical use of AI is subject to regulation, which in turn should promote public trust.