Trust in Generative AI: Multi-Stakeholder Perspective in the Context of UK Marketing

Abstract

This paper presents an investigation into the trust dynamics in the use of generative AI (genAI) within the
Advertising and Marketing sector in the UK, emphasising a multi-stakeholder perspective. An aspect that remains largely
under researched, but that recently has been noted as important (InnovateUK, 2024) is the need to understand these issues
from multiple perspectives. The current literature on AI and GenAI typically focuses exclusively on one group of individuals,
which one argues to be the incorrect approach. This narrow focus overlooks the complexity of trust-related challenges and
how these manifest when multiple groups are involved. To bridge this gap, research should explore trust extensively across
multiple stakeholder groups to elucidate the intricate challenges of integrating GenAI in the context provided.
Correspondingly, the aim of this research is to examine how trust is perceived, developed, and influenced from a multistakeholder
perspective. An interpretivist approach was adopted, and data collection was conducted using qualitative
methods. Due to the subjective and contextual nature of trust, a research approach that promotes a flexible and openminded
view of knowledge is better suited. Because the nature of this research entails observation beyond quantifiability, a
qualitative approach was deemed the most appropriate methodology. Preliminary findings from social media observation
and semi-structured interviews reveal nuanced links between regulatory frameworks and trust levels, and some participant’s
views and attitudes echo the Technology Acceptance Model (TAM). Semantic ambiguities around AI terminology, concerns
about job displacement, industry impact, data uniformity, and censorship also emerged. Notably, ChatGPT was described
not as a replacement but as a collaborative tool. Building upon these discoveries, the researcher plans to investigate further
through focus groups and semi-structured interviews. The research aims to achieve three key outcomes: (1) Identify factors
impacting GenAI from a multi-stakeholder; (2) Offer a holistic perspective of trust in the genAI ecosystem; and (3)
Conceptualisation of a trust-based framework to address GenAI-related applications in the Advertising and Marketing sector.