UK Evidence for AI Scepticism

Why Public Concern May Have Impacted Digital Performance

The rise of artificial intelligence has been one of the most talked-about shifts in business and technology over the last few years. Yet, despite AI’s rapid adoption, UK-based research shows there is some scepticism and demand for tighter regulation. This sentiment has real-world consequences for businesses investing in AI-driven services.

Public Trust and the Push for Regulation

According to a KPMG – University of Melbourne global study (Nov 2024–Jan 2025):

• Only 42% of the UK public are willing to trust AI, despite 69% saying they use it in some form.
• 72% are unsure whether online content can be trusted, fearing it may be AI-generated.
• 78% worry about negative outcomes, such as the erosion of human connection.
• A striking 80% believe AI regulation is necessary, and 91% want stronger action against AI-generated misinformation.

This suggests that while AI use is widespread, trust continues to be in the forefront of peoples minds.

Rising Desire for Rules

The Ada Lovelace Institute and Alan Turing Institute’s 2025 “Public Voices in AI” survey paints a similar picture:

• 72% of respondents say regulation would increase their comfort with AI (a sharp rise from 62% just two years ago).
• 67% report experiencing AI-related harm, including:

False information (61%)

Financial fraud (58%)

Deepfakes (58%)

It would seem that for the UK public, regulation is now seen as the safety net required to move forward positively with AI.

Corporate Governance Anxiety

Interestingly, it’s not just the public that is uneasy. The Chartered Governance Institute UK & Ireland’s June 2025 survey revealed that:

• 74% of governance professionals worry about the accuracy of AI-generated content in board reporting.
• Many organisations lack clear AI policies, even as reliance on tools like Microsoft Copilot grows.

This indicates hesitation at the board level – a key factor in whether businesses adopt or scale AI solutions.

Why This Matters

When looking at the summer 2025 performance, the sentiment climate in the UK was cautious and critically:

• With 80–91% of the public demanding regulation, potential buyers were less inclined to pursue new AI tools.
• Corporate leaders expressed concern about accuracy, oversight, and risk in adopting AI for critical business processes.
• Combined, these factors created a climate of hesitation and heightened scrutiny, likely contributing to a slowdown in leads during May.

Trust and Transparency Will Shape AI Adoption

The UK public is not rejecting AI outright. In fact, most people and businesses are already using it in some form. But the data shows a clear reality: AI adoption is now as much about trust as it is about technology.

For businesses, this means success will depend on how well you address scepticism upfront. Clients and consumers alike want reassurance that AI isn’t just powerful – it’s also reliable, transparent, and responsibly managed.

Moving forward here is what you can do in your business.

Firstly be proactive on regulation. Don’t wait for government mandates and create clear internal policies on how AI is used, how outputs are checked, and where human oversight sits. Sharing these openly builds credibility.

Prioritise explainability in your business and to your team. Businesses that can clearly explain how AI decisions are made, and what safeguards are in place, will stand out in a market where 72% of people are unsure if they can trust AI-generated content.

Remember to balance AI with human connection – with 78% of the public worried about AI eroding human touch, companies that combine automation with personal, human-led service will build stronger, more loyal relationships.

As always be vigilant against harms, from misinformation to fraud, AI harms are real and already impacting UK users. Having processes in place to fact-check, verify, and protect users will not only reduce risk but also differentiate your brand.

Finally, position AI as an enabler, not a replacement. The narrative that AI replaces people fuels mistrust, so frame AI as a tool that empowers your team and clients can shift perceptions toward positive outcomes.

In short, businesses that actively acknowledge concerns, demonstrate accountability, and weave transparency into their messaging will be best placed to win trust. As regulation and public awareness grow, these actions will evolve from competitive advantages into non-negotiable expectations.