Trust in artificial intelligence

2023 global study on the shifting public perceptions of AI.

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Artificial Intelligence (AI) is transforming the way work is done and how services are delivered. Organizations are leveraging the remarkable power of AI to improve data-based predictions, optimize products and services, augment innovation, enhance productivity and efficiency and lower costs. However, AI adoption also poses risks and challenges, raising concerns about whether AI use today is truly trustworthy.

Realizing the potential benefits of AI, and a return on investment, requires a clear and sustained focus on maintaining the public’s trust. To drive adoption, people need to be confident that AI is being developed and used in a responsible and trustworthy manner.

In collaboration with the University of Queensland, KPMG Australia led the world-first deep dive into trust and global attitudes towards AI across 17 countries. Trust in artificial intelligence: A global study 2023 provides broad-ranging global insights into the drivers of trust, the perceived risks and benefits of AI use, community expectations of governance of AI and who is trusted to develop, use and govern AI.

This report, Trust in artificial intelligence: 2023 global study on the shifting public perceptions of AI,opens in a new tab highlights key findings from the global study and provides individual country snapshots which should be instructive to those involved in leading, creating or governing AI systems. Importantly, four critical pathways are highlighted for policymakers, standards setters, governments, businesses and NGOs to consider as they navigate the trust challenges in AI development and deployment.


Trust in artificial intelligence

2023 Global study on the shifting public perceptions of AI.

Trust in artificial intelligence

Country insights on shifting public perceptions of AI

Explore the global key findings on the shifting public perceptions of AI


About the study

This survey is the first deep-dive global examination of the public’s trust and attitudes towards AI use, and their expectations of its management and governance.

KPMG Australia worked with The University of Queensland to survey over 17,000 people from 17 countries leading in AI activity and readiness within each region: Australia, Brazil, Canada, China, Estonia, Finland, France, Germany, India, Israel, Japan, the Netherlands, Singapore, South Africa, South Korea, the United Kingdom, and the United States of America.



Our Insights

Trust in Artificial Intelligence: Global Insights 2023

Global survey results exploring people’s trust in AI, responsible AI, expectations of AI governance, and benefits and risks for business and society.

Achieving Trustworthy AI: A Model for Trustworthy Artificial Intelligence

This KPMG and University of Queensland report provides an integrative model for organisations looking to design and deploy trustworthy AI systems.



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Rob Fisher

KPMG US Sustainability Leader

KPMG in the U.S.

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KPMG Chair in Organizational Trust, Professor of Management, The University of Queensland

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United Kingdom

Laurent Gobbi

Global Tech Risk Leader

KPMG en France


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