Business leaders show mixed trust in Apple & OpenAI AI tech

New research from Storyblok, which surveyed 150 C-level business leaders, has revealed significant insights into the trust levels surrounding AI technologies from notable companies Apple and OpenAI. The findings show a complex landscape of trust and adoption preferences, with a notable impact on business practices.

Despite Apple's strong reputation for prioritising user privacy, the survey indicated that only 39% of business leaders trust Apple Intelligence and OpenAI equally. In contrast, 20% reported having less trust in Apple Intelligence compared to OpenAI. This suggests that Apple’s advancements in AI and privacy are not yet fully convincing to a substantial portion of the business community.

Apple’s recent move into the realm of generative AI has nonetheless had a positive effect on the comfort levels of executives regarding AI use. According to the survey, 54% of the respondents felt more comfortable using AI technologies following Apple’s foray into the field, while 55% expressed plans to adopt generative AI more frequently throughout the year.

The survey also highlighted the growing importance of AI features in business decisions. Only 20% of respondents viewed generative AI features as non-essential when selecting new software, whereas 45% considered these features to be a crucial part of their evaluation process. This indicates a shifting priority towards AI capabilities in software procurement.

Dominik Angerer, CEO and Co-Founder of Storyblok, commented on the findings: “While use of generative AI continues to grow, our research shows that even Apple can’t escape concerns over privacy. But as Apple’s massive customer base becomes used to seeing AI as part of their devices and digital experiences, they’ll expect to see it everywhere else, too. This will only build more trust in AI and create more demand for AI-powered experiences among businesses and consumers."

Angerer further elaborated on the strategic integration of AI within user interfaces: “Apple’s approach to sprinkling AI throughout the user experience instead of only making it a standalone feature matches how we feel AI should also be deployed throughout the entire content lifecycle.”

The data highlights an evolving trend where familiarity with ubiquitous AI usage, such as that promoted by Apple, could lead to increased trust and subsequent demand. Businesses appear to be growing more comfortable with the idea of integrating AI into various operational aspects, influenced not only by the technological advancements but also by their practical applications as seen in consumer devices.