Relatedness and positive attitudes drive trust in AI and its developers
Rather than focusing solely on technical performance or individual skills, the researchers adopted a socio‑psychological approach. They examined how trust in technology is influenced by the basic psychological needs of relatedness, autonomy and competence, alongside attitudes towards AI and self‑efficacy in its use.
The results show that positive attitudes towards AI and a sense of connectedness when using technology consistently predict trust across countries. In contrast, factors such as technological autonomy, competence and AI self‑efficacy played a role only in specific national contexts.
“As AI systems increasingly mediate how people work, communicate and access information, trust is no longer just about whether a technology functions correctly,” says doctoral researcher Anica Cvetković from Tampere University. “Our findings show that trust is strongly linked to whether people feel socially and psychologically supported when using AI, and this pattern holds across different cultural and technological contexts,” she adds.
Drawing on survey data from 11,259 participants in 12 countries across six continents in 2024, the study provides one of the most comprehensive global examinations to date of how trust in AI and AI‑driven companies develops. The findings were recently published in the journal Behaviour & Information Technology.
Human‑centred approaches to AI design and governance
The study examined trust not only in AI technologies in general, but also in major technology companies, including social media platforms that rely heavily on AI systems. This dual focus highlights how public perceptions of corporate actors are becoming increasingly intertwined with trust in AI itself.
By involving participants from regions with varying levels of technological infrastructure and distinct cultural norms, the research also sheds light on global inequalities in AI development and governance. The findings suggest that people’s everyday experiences with technology – and whether those experiences feel inclusive and empowering – play a crucial role in shaping trust around the world.
“Trust in artificial intelligence, and particularly in the companies developing these systems, is becoming increasingly important,” says Professor Atte Oksanen, one of the lead researchers. “AI now influences how we work, communicate and access essential services. Recent changes in global politics have also underlined the need for Europe to develop strong and reliable alternatives of its own. Ensuring trustworthy and transparent development is therefore not only a technological priority, but also a strategic one for our societies,” Oksanen adds.
According to the researchers, the results underscore the importance of human‑centred and culturally sensitive approaches to AI design and governance. Simply improving technical performance or user skills is insufficient for fostering trust if people feel disconnected, excluded or powerless in their interactions with AI systems.
“If AI is to be accepted as part of everyday life and public institutions, trust must be built on more than efficiency. Understanding how people relate to AI – and to the companies that develop it – is essential for the legitimacy of AI‑driven societies,” Oksanen points out.
Funding
The study was funded by Tampere University (Atte Oksanen’s internal project funding) and by Finnish Cultural Foundation’s Self and Technology 2024 project (PI Atte Oksanen). Anica Cvetkovic and Magdalena Celuch were supported by personal grants from the Jenny and Antti Wihuri Foundation.
Enquiries
Anica Cvetkovic
Doctoral Researcher, Tampere University
Email: anica.cvetkovic [at] tuni.fi (anica[dot]cvetkovic[at]tuni[dot]fi)
Tel. +358 50 478 0381
Atte Oksanen
Professor of social psychology, Tampere University
Email: atte.oksanen [at] tuni.fi (atte[dot]oksanen[at]tuni[dot]fi)
Tel. +358 50 318 7279
Read the research article
Cvetkovic, A., Savolainen, I., Celuch, M., Heiskari, M., Soares Ruokosuo, E., Arriaga, P., Koike, M., & Oksanen, A. (2026). User Trust in AI and Major Tech Companies in Twelve Countries. Behaviour & Information Technology. 1-17.
