Edelman APAC Trust Barometer: Are Consumers Ready to Trust AI?

Early last week, Edelman APAC released their 2024 Trust Barometer. The results found that within the APAC region, people are more inclined to trust both key institutions, and technology. The region tends to embrace changes in technologies, most notably including the rapid advancements in AI and green energy. 

However, there is a palpable fear of being left behind if the constant innovation currently happening isn’t well managed. To further understand the findings, and where brands find themselves within this evolving ecosystem, LBB’s Casey Martin spoke to Simon Murphy, Edelman APAC’s head of business. 

When comparing the level of trust in APAC to the rest of the world, Edelman found those countries who have seen ‘more progressive electoral advances’ have had a boost in their levels (Malaysia - +6 points, Thailand - + 4 points). However, Simon noted that China remains on top of the ‘trust list’ despite having a four-point decline in the past year. 

Simon went on to explain, “this Southeast Asia ‘trust infusion’ combined with trust stalwarts India, Indonesia, and Singapore reflects an APAC region that dominates overall trust the world over.” 

The growing enthusiasm for AI within the APAC region provided a refreshing optimism when compared to the fearful discussions happening elsewhere around the world. Simon stated that APAC sits at 62 points in the trust territory when asked about ‘AI’s future-defining potential.’  

These findings support the report's claims that APAC is more willing to embrace emerging technologies. 

“In APAC, both green energy and AI are already playing important roles, and their practical benefits are being felt across a broad sweep of society,” he said. 

Simon went on to discuss the rise of social media versus the fall of mainstream or linear media. Over the past few years, there has been an ongoing concern of ‘fake news’ populating mainstream media outlets. This concern has resulted in a hyper-awareness and an increase in people taking it upon themselves to conduct their own research. 

“When we asked where people are getting most of their information about new technologies and innovations, after social media the most cited channel was online search, ahead of other types of media, friends and family,” he commented. 

 

According to the report, social media and emerging technologies also allow people to have a sense of control. People have the ability to opt into participating in the social media sphere, they have control over who they want to follow and who they trust. The same goes for emerging technologies. 

“With the public relying on their own ability to find answers, it is imperative that they find trustworthy information when they do,’ Simon said. 

However, concerns surrounding the ‘proper management’ of these technologies could have negative implications for trust. With society and technology moving at a rate that is faster than we could have imagined 20 years ago, fears of ‘alienation’ are rising. 

The APAC Trust Barometer found that eight out of ten people believe that the innovation system favours the rich, however, they will be more inclined to accept innovation if it is ‘properly managed.’ 

Simon said, “mismanagement of innovation can also result in divisive ‘us versus them’ societal outcomes.”

63 per cent of people within the APAC region believe that capitalism as it stands ‘does more harm than good.’ When compared to the numbers from the rest of the world, it is suggested that APAC ‘is far more sensitive to inclusivity and fairness.” 

“Innovation delivered well can unify society, but deliver it badly and the foundational divide will be felt more keenly,” Simon explained. 

The study also detailed a rise of trust in business associated with energy, technology, healthcare and food. Across those industry sectors, there has been a 70+ point increase. With the exception of AI and green energy, this level of trust doesn’t carry over to emerging technologies. 

“Business has the best opportunity to respond to this need because it is the most trusted institution, both in general and with the introduction of innovations in society, and because of a broadly held perception that government regulators lack adequate understanding of emerging technologies to effectively regulate them,” Simon discussed. 

To be effective, Simon explained that businesses must focus on the impact of innovation and the effect it will have on society as a whole. The findings suggest a strong desire for businesses to work in partnership with the government. 

With the rise of scepticism surrounding the government, mainstream media and the mismanagement of emerging technologies, Simon  suggests that businesses should work with the government and the public rather than against them. 

“To inspire a greater confidence among the public, these two key institutions should work together as new technologies continue to be rolled out,” Simon concluded.  

After all, trust is this industry's foundation.  Without it, communication becomes a lot harder.