A new report, the FGS AI Radar Pulse, reveals that public trust in artificial intelligence (AI) lags behind that in other technologies, such as search engines, smartphones, and online banking. This is a significant signal for non-profit and public sector organisations, which rely heavily on public trust to fulfil their mission. The good news is that this trust grows when the potential benefits of AI are clearly communicated.
The research, conducted among 7,052 adults in seven countries (including the Netherlands) and supplemented with interviews with political and business leaders, shows high AI adoption: 71% of adults have used an AI tool in the past six months. Nine out of ten of these users employ AI to find information or answers to questions. Despite this widespread adoption, net positive trust in AI scores only +18%, far behind social media (+35%) and traditional search engines (+78%). Nearly two-thirds (63%) of the public believe that AI safety should be prioritised over the global AI race.
What This Means for Non-Profits and the Public Sector
For foundations, charities, and public institutions, trust is the bedrock of their existence. Citizens, donors, and grant providers must be able to trust that the information they receive via AI agents is accurate and reliable. If AI systems themselves are still grappling with a trust issue, it is essential that your organisation takes extra steps to ensure the credibility of its information. The finding that support for AI increases with effective communication about its benefits provides a clear starting point here. This means that transparency about how your organisation handles AI, and clearly communicating the value you add, is crucial.
Your Practical Approach to AI Discoverability
To be found and trusted by AI agents and their users, you can take action now:
- Verifiable Facts: Ensure that all information on your website is factually correct and verifiable. AI agents are trained to prefer reliable sources.
- Transparent Communication: Communicate clearly about your organisation’s mission, services, and impact. Be explicit about how you collect, use data, and protect privacy. This not only helps people but also AI systems to understand and trust you.
- Build Authority: Focus on demonstrating experience, expertise, authority, and trustworthiness (E-E-A-T). Publish content with named authors, maintain detailed organisation pages, and aim for mentions on trusted external platforms such as Wikipedia or relevant industry publications.
By proactively working on your digital trustworthiness and transparency regarding your information, you increase the likelihood that AI agents will not only find your organisation but also recommend it as a trustworthy source.
