The FT’s latest study, New Dimensions of Influence, reveals that three-quarters of business leaders are holding back decisions because they don’t know what data to trust.
A new study from the Financial Times has found that in an era of AI-generated content, misinformation, information overload and declining confidence in institutions, executives are becoming more selective about what and who they trust.
The survey, which draws on insights from more than 500 global decision-makers, identified four new ways leaders are filtering information, with business leaders primarily relying on human interactions, evidence-based information, sources that challenge their assumptions, and credible brands when making critical decisions.
The FT research found that AI has not yet gained trust among business leaders, with the vast majority expressing concerns over credibility, confirmation bias and the risk of missing context or nuance.
Key findings:
- 74% of business leaders held back a decision because they did not know what data to trust
- 77% of business decision-makers say they now verify information across multiple sources more than they used to
- 82% of business decision-makers say they trust a source that challenges their assumptions more than one that aligns with existing views
- 85% of business leaders are concerned that AI-generated content makes it harder to know what is credible
- 88% of those surveyed believe AI increases the risk of missing nuance or context and 82% of respondents were concerned that AI reinforces confirmation bias
Building on last year’s Bridging the Trust Gap campaign, the survey draws on insights from the FT reader panel, a global group of senior leaders who regularly share their feedback and perspectives on a range of topics. The research examined how senior business leaders filter information, what sources they trust, how AI is reshaping authority and credibility, and how trusted insight influences strategic decision-making at board and C-suite level.
Commenting on the findings, FT CEO Jon Slade said: “This year, our research underlines the importance of trusted information as leaders demand greater transparency from AI-generated content and reliable sources that can shape and test their thinking. It reinforces the impact of trust as currency for brands like the FT. And why we are all responsible for building a trusted information ecosystem.”
The New Dimensions of Influence research will be launched at a brunch briefing during Cannes Lions on Wednesday 24 June.
About the Financial Times
The Financial Times is one of the world’s leading news organisations, recognised internationally for its authority, integrity and accuracy. The FT has a record paying readership of 1.6mn, while the wider FT Group has a global paying audience of 3mn across its portfolio of journalism, products and services.