Generative AI and the fight for trust
Deloitte's May 2024 report, "Generative AI and the Fight for Trust," examines the growing concern among executives regarding deepfake incidents and their impact on organizational trust in generative AI (GenAI). Surveying over 1,100 C-suite and other executives, the report reveals that approximately 26% experienced at least one deepfake incident targeting financial and accounting data in the past year. Looking ahead, 52% anticipate an increase in both the number and severity of such attacks within the next 12 months. The report also highlights a correlation between proactive workforce preparation and increased trust in GenAI. Organizations that have implemented measures against deepfake-related fraud report higher confidence in utilizing GenAI for business purposes. This underscores the importance of comprehensive strategies encompassing education, policy development, and technological investment to build and maintain trust in generative AI systems.
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