Just as consumers ask “Who made my clothes?”, they’re beginning to ask “Who’s training your AI?”

In a world that runs on data, trust has quietly become the new currency.

A recent study by Usercentrics revealed that 58% of UK consumers worry their personal data is being used to train AI systems without consent. That single statistic says everything about where business ethics is heading — and what will separate good businesses from the rest.

🔍 Transparency isn’t just good manners — it’s strategy

For years, “data transparency” sounded like legal jargon buried in privacy policies. Today, it’s a competitive advantage. Customers now expect brands to explain what data they collect, why they collect it, and how it’s used — not just hide behind generic cookie banners.

And when businesses are open, people respond. Companies that clearly outline their data practices see higher retention rates and stronger loyalty scores, according to Edelman’s 2024 Trust Barometer.

🧩 Good business = open business

Purpose-led businesses have a natural edge here. They already understand that trust is earned through honesty — whether it’s fair wages, ethical sourcing, or now, digital responsibility. Just as consumers ask “Who made my clothes?”, they’re beginning to ask “Who’s training your AI?”

From small creative studios using transparent analytics dashboards to ethical retailers that anonymise purchase data, the good businesses of the future will be those who treat data the same way they treat people: with respect.

🌱 Doing right by data is doing right by people

For small and independent brands, this shift doesn’t have to be scary. It’s an opportunity to differentiate through integrity — to show customers that the values printed on your packaging extend to the code behind your website.

The simplest acts — publishing a plain-English privacy page, explaining how your site analytics work, or asking permission before adding someone to a list — are now silent signals of trustworthiness.

🤝 The future belongs to transparent storytellers

At Stories of Business, we believe that purpose without transparency is just talk. Whether it’s your sourcing, your pricing, or your pixels, being open isn’t optional anymore — it’s what will build tomorrow’s trusted brands.