Why AI Disclosure Matters
More Than You Think
Your customers aren't afraid of AI, they're afraid of being deceived. Disclosure isn't about hiding your AI use. It's about owning it.
"Won't Disclosure Hurt My Business?"
Many businesses fear that disclosing AI use will reduce customer trust. "If I tell them a chatbot answered their question, they won't trust it as much."
The research says the opposite. It's not the AI that erodes trust, it's the deception. When customers discover you've been using AI without telling them, trust evaporates instantly.
When you disclose proactively, you're demonstrating the kind of honesty that builds lasting relationships. Customers respect companies that tell the truth.
Hidden AI Use
Customer discovers AI was used without their knowledge. Feels manipulated. Trust destroyed. They tell others. Negative reviews spread.
Proactive Disclosure
Customer knows AI was used upfront. Appreciates the honesty. Evaluates the content fairly. Trust deepens over time. Loyalty increases.
The Numbers Are Clear
Research consistently shows: transparency wins. Hiding loses.
would have more trust in AI that demonstrates transparency
RWS Global Research, 2025
have stopped buying from a company over privacy/trust concerns
Tableau Consumer Research
would stop doing business if sensitive data was mishandled
McKinsey Research
What AI Disclosure Actually Means
Disclosure isn't about plastering warnings everywhere. It's about being clear, honest, and helpful at the moments that matter.
Point-of-Use Disclosure
Tell customers when they're interacting with AI at the moment it happens—not buried in terms of service.
Example:
""You're chatting with an AI assistant. Type 'human' to speak with a person.""
Content Labeling
Mark AI-generated or AI-assisted content clearly so customers know what they're reading.
Example:
""This article was created with AI assistance and reviewed by our editorial team.""
AI Usage Policy
A clear, accessible document explaining how you use AI across your business.
Example:
"Dedicated page explaining AI systems, purposes, data handling, and oversight."
Human Oversight Disclosure
Explain what role humans play in reviewing AI outputs, especially for important decisions.
Example:
""All AI recommendations are reviewed by our certified advisors before delivery.""
Why Disclosure Actually Converts
Counterintuitive but proven: being honest about AI makes customers more likely to buy.
Honesty Builds Affinity
Customers choose brands that align with their values. Transparency signals integrity—a value people want to support with their wallets.
Disclosure Removes Doubt
When customers wonder "was this AI?" but don't know, doubt lingers. Clear disclosure eliminates uncertainty—they can trust what they're seeing.
Trust Compounds
Every honest disclosure reinforces that you tell the truth. Over time, this builds a moat of trust that competitors can't easily cross.
Disclosure Isn't Just Smart, It's Becoming Required
Regulators worldwide are mandating AI disclosure. Companies that adopt voluntary standards now will be ready when enforcement begins and ahead of competitors who scramble.
Article 50 requires clear disclosure when AI interacts with people.
Requires consumer notices for high-risk AI systems and decisions.
Undisclosed AI may constitute deceptive trade practice. Active now.
California, New York, Illinois, and other states are considering similar bills. Federal AI regulation is expected within 18-24 months. 50+ countries are drafting AI-specific regulations. The regulatory train has left the station.
What Good Disclosure Looks Like
The difference between compliance theater and genuine transparency.
"We may use automated systems to improve our services."
Why it fails: Vague, buried in terms, doesn't say "AI", doesn't explain what or where.
"You're chatting with an AI assistant powered by GPT-4. A human agent will review this conversation. Type 'human' to speak with a person directly."
Why it works: Clear, specific, at point of use, offers alternative, explains oversight.
SiteTrust Gives You the Framework
Don't figure out disclosure alone. Our certification comes with everything you need.
Policy Templates
Ready-to-customize AI usage policy that meets the standard.
Disclosure Language
Pre-written disclosure statements for common AI use cases.
Implementation Guide
Step-by-step playbook for rolling out disclosure across your business.
Public Verification
Registry listing so customers can verify your commitment.
Start Disclosing the Right Way
Join companies that are turning honesty into competitive advantage. Get the templates, framework, and verification you need to disclose AI use with confidence.