Skip to main content
  1. Home >
  2. About Fujitsu >
  3. Press releases >
  4. 2019>
  5. New Fujitsu Study Highlights Importance of Trust as Foundation for AI-based Decision-Making

New Fujitsu Study Highlights Importance of Trust as Foundation for AI-based Decision-Making

News facts:
  • Interviews with 900 global business leaders show clear link between long-term success and measures to create trust, which must be in place to ensure AI-based decision-making is effective
  • Two-thirds of survey respondents would trust decisions made by AI if provided with substantial reasoning for reaching those decisions
  • Trust remains a challenge for organisations handling personal data – 72 per cent of respondents concerned their personal data may be exploited
Sydney, July 25, 2019 – The necessity of trust to achieve long-term business success – especially as a foundation for decision-making based on Artificial Intelligence (AI) – is highlighted in a new study published by Fujitsu. This finds that organisations are more likely to succeed in digital transformation when their approach includes measures to drive trust, such as long-term perspectives, empathic leadership and measures to empower employees.

Three in five business leaders (63 per cent) say they would trust decisions made by AI if substantial reasoning for reaching those decisions is available, according to the Fujitsu Future Insights Global Digital Transformation Survey Report 2019, based on opinions from 900 CxOs and decision-makers at large and mid-sized companies in 9 countries1. In addition, two thirds (66 per cent) are inclined to trust organisations that publish a code of ethics governing their use of AI.

According to David Gentle, Director of Strategy and Foresight at Fujitsu: “Business leaders appear to have already reached a surprisingly high level of trust when it comes to AI-powered decision making. This is particularly true in areas that have less human impact – where six out of ten are ready to allow AI to make decisions in the case of manufacturing quality control, for example, and 56 per cent are happy for AI to make judgements in sport.”

Despite digital transformation being complete or underway at 87 per cent of companies in the survey, the challenge of trust still remains an issue – especially related to how organisations handle personal data. Some 72 per cent of CxOs and decision-makers are worried their personal data may be exploited by organisations without permission. Nevertheless, 69 per cent of respondents find it acceptable to provide personal data to companies they perceive as trustworthy, and in 67 per cent take the same view in situations where this personal data can help enhance products and services.

Mr. Gentle adds: “There is a widespread and growing sense that trust is eroding across society and business. We think that rebuilding trust has become the central building block to a better future. Fujitsu has always believed that trust lies at the root of business success and we provide robust support for the trust underlying our customers' businesses. We are working to help create a prosperous future where people can live with peace of mind and trust in the technologies that enable it. This is Fujitsu’s vision of a Human Centric Intelligent Society.

He continues: “The benefits that have been brought by digital technology seem obvious and ubiquitous, however, trustworthiness of personal data control and the decisions made by AI are causing concern. As this new survey conducted by Fujitsu shows, organisations must work hard to create trustworthiness with their stakeholders and those that do so are more likely to be successful. The fact that the report also shows these concerns are shared by global business leaders is a positive sign, as it means the need for change is understood by people in a strong position to influence the future agenda.”

Conway Kosi, Vice President of Sales, Customer Service Management and Marketing, Fujitsu Australia and New Zealand, said, “As emerging technologies such as AI become commonplace in the business environment, the guidelines of trust become increasingly important in any business relationship. This research confirms that building trust in business and society is high on the agenda for business leaders across the world, including Australia, and is essential for shaping a better future. Delivery of an outcome in digital transformation is dependent on leadership, employee empowerment, robust ecosystems, and of course establishing greater trust with customers and the community.”

Note to editors

1 The nine countries surveyed: Australia, China, France, Germany, Japan, Singapore, Spain, the UK and the United States.
Online resources

About Fujitsu

Fujitsu is the leading Japanese information and communication technology (ICT) company, offering a full range of technology products, solutions, and services. Approximately 132,000 Fujitsu people support customers in more than 100 countries. We use our experience and the power of ICT to shape the future of society with our customers. Fujitsu Limited (TSE: 6702) reported consolidated revenues of 4.0 trillion yen (US $36 billion) for the fiscal year ended March 31, 2019. For more information, please see

About Fujitsu Australia and New Zealand

Fujitsu Australia and New Zealand is a leading service provider of business, information technology and communications solutions. We partner with our customers to consult, design, build, operate and support business solutions. From strategic consulting to application and infrastructure solutions and services, Fujitsu Australia and New Zealand have earned a reputation as the single supplier of choice for leading corporate and government organisations. Fujitsu Australia Limited and Fujitsu New Zealand Limited are wholly owned subsidiaries of Fujitsu Limited (TSE: 6702). See

Media contacts

Collin Duff-Tytler
Marketing Programs and Communications Manager
Fujitsu Australia and New Zealand

Phone: Phone: +61 2 9113 9346
Mobile: Mobile: +61 409 953 349
E-mail: E-mail:

All other company or product names mentioned herein are trademarks or registered trademarks of their respective owners. Information provided in this press release is accurate at time of publication and is subject to change without advance notice.

Date: 25 July, 2019
City: Sydney