In Forrester’s Consumer Benchmark Survey, 2025, three out of four UK online adults say they expect companies to inform them when they interact with machine-generated content that uses generative AI (genAI). What’s giving them pause? While 46% say they have a basic understanding of how AI works, only about one in three say they know how to be responsible and ethical themselves when using genAI or how to effectively ask a genAI tool to create something. And even fewer (28%) trust information provided by genAI in the first place. Be transparent: It’s the superpower for your organization to build lasting trust with customers, employees, and supply chain partners.