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AMPLYFI spoke to Rob Waugh about the concept of trust within market intelligence as an influence over what content teams use in their day-to-day roles.
Rob Waugh is a highly experienced editorial, communications and content marketing professional, frequently commenting on technology developments, AI and its influence on business.
”The question, 'Who and what can you trust?' has never been more urgent or more relevant, with an already-muddied well of online content set to be changed forever by artificial intelligence.
Rob Waugh
Building Trust
AMPLYFI conducted an industry research report looking at how trust actually influences market intelligence teams, which gleaned some truly fascinating results. Over half of respondents (54%) state that content validation carries the greatest importance for sourcing information in their roles. This is perhaps unsurprising given that eight in 10 agree that dealing with irrelevant information negatively impacts decision making, and so teams prioritise sourcing the most accurate information.
Validating content involves fact-checking and verifying its relevance to the purpose for which it is intended.
However, despite almost all (94%) respondents feeling confident that they are making decisions based on reliable content, 88% have previously found a piece of information used to make a business decision to be inaccurate after the fact. Perhaps more worryingly, 80% of research respondents have knowingly made a business decision based on information they were not 100% sure about from the beginning.
It’s true that verifying the trustworthiness of information is no mean feat. Bias, misinformation, and outright fabrication can lurk beneath the surface of seemingly credible sources. Over time, individuals have latched onto the information channels they deem most trustworthy, even if they’re not completely confident in the outputs. Are market intelligence teams blurring familiarity with trustworthiness as they feel they don’t have any other options? Currently only 21% of knowledge workers choose to explore new channels, but that’s not surprising if individuals are uncertain about what they can or cannot trust. For example, AMPLYFI’s research last year revealed that only 14% of knowledge workers access the deep web to source information – that’s 90% of the digital datasphere left untapped by market intelligence.
”This report serves to highlight how we already live in a world where reliable content is increasingly hard to come by, and judging the reliability of sources is and information is becoming increasingly complex. As a journalist, I've personally felt that search engines are failing as a means of delivering trusted information in recent years - but it's reassuring to see that market intelligence professionals still rely on high-quality third-party research, quality reporting and expert blogs, although finding such information is not always easy.
Rob Waugh
Making trust objective
64% of knowledge workers fear that navigating this growing datasphere is becoming unsustainable. Trust in technology, particularly AI platforms, can help address this challenge by enabling faster data analysis and easier identification of market opportunities. The trouble is, 78% of respondents currently believe that popular Generative AI models like ChatGPT are actually eroding people’s trust in AI.
But it’s not all doom and gloom. 81% state that Generative AI provides accurate and relevant intelligence and insight. As Paul Teather, AMPLYFI’s CEO explains, “Popular AI Tools like ChatGPT are chasing the broadest possible user base and… [this] has to be carefully managed so as not to undermine the truly transformative potential of the technology when applied to a specific use case.”
86% deem AI platforms to be altogether trustworthy, yet only 6% use an AI tool to provide market intelligence every day, most (31%) use one 2-3 days a week, and 1 in 10 have never used an AI tool in this context.
The appetite for a better way of sourcing relevant and accurate information is there, and as trustworthy AI makes use of all accessible insights, it opens up a wealth of previously untapped knowledge. This – combined with its ability to overcome the limitations of other information sources – is why platforms powered by trustworthy AI are the tools to help make content validation far more objective.
”Can trustworthy AI offer a way to highlight and home in on ‘good’ information? As AI-enhanced search becomes one of the primary ways people encounter information, it's interesting how high the trust in AI is at present, although there's an undercurrent of anxiety around the longer-term effects of Large Language Models such as ChatGPT. One thing is for certain: trust is only going to grow in importance in the coming years.
Rob Waugh
Find out more about the role that trust plays in market intelligence by reading AMPLYFI’s latest eBook ‘The Trust Index for Market Intelligence’. Download for FREE below.
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