AI use is up,
but trust lags behind

Key Concerns

  • Data misuse
  • Lack of transparency
  • Over-reliance on automation

Trust in AIs autonomy is highest in APAC, with 58% very or somewhat comfortable. 16% of APAC respondents would fully trust AI to act independently

Assistance over autonomy: AI adoption is rapid, but the lack of a human touch still causes doubts

are comfortable with AI making decisions independently, rising to 34% who would trust AI in certain cases.

are unsure how they feel about AI making decisions, 19% would prefer AI to be assistive and not autonomous

are very uncomfortable and would not trust AI to act without human approval.

Marnie Wilking

Chief Security Officer (CSO), Booking.com

As AI continues to weave itself into our daily lives, it’s natural for users to feel a degree of hesitation, especially when it comes to sharing their data. To address this, and to cultivate a healthy level of confidence, as an industry we must ensure that AI development follows industry standards in data privacy, security, and AI ethics. For Booking.com, this goal is key in protecting the trust we’ve built with travelers and partners over the past decades.