New research has found that 62% of consumers would have increased trust for brands that are transparent about AI usage.

According to RWS’s Unlocked 2025: Riding the AI Shockwave report, over 80% of consumers believe that AI-created material – including text, images and video – should be clearly labelled.

The report, which surveyed 5,000 consumers across 14 global markets — including North America, Europe, Africa and Asia — found that 76% of consumers have already observed a rise in AI-enabled customer service chatbots.

Vasagi Kothandapani, president, enterprise services at RWS said: “While excitement around generative AI remains high, businesses face a mounting challenge; consumer trust.

“Our research underscores that the long-term success of AI adoption depends on transparency, ethical implementation and the integration of human expertise to create high-quality, culturally relevant content.”

Meanwhile, in regulated industries such as legal, finance and healthcare, consumers have shown concern around the use of AI with 73% admitting discomfort when these industries use AI.