In a rapidly shifting AI landscape, with new innovations and new concerns arising daily, Americans have high expectations for how companies use AI. According to new research out of Zeno’s AI Change Center, more than four in five U.S. adults (82%) say it is important that businesses demonstrate responsible AI practices and safeguards, including 55% who say it is very important. At the same time, 51% agree that responsible AI practices are not keeping pace with the speed at which businesses are adopting the technology.

To help companies close this gap and navigate growing expectations, Zeno has created the AI Responsibility Assessment, a new offering from the AI Change Center designed to identify and prioritize the environmental, employee, societal and reputational issues emerging from the rapid adoption of artificial intelligence.

AI Responsibility is an Enterprise Reputation Issue

AI Responsibility is not defined by any single issue. Eighty-six percent of Americans have at least one concern about how businesses use AI, including:

• Inaccurate or harmful AI content — 46%
• AI replacing jobs or reducing employment opportunities — 45%
• Businesses not taking responsibility when their AI use causes a problem — 44%
• Growth of data centers — 35%

Zeno defines AI Responsibility as how organizations adopt AI for positive business and societal benefit while mitigating potential negative impacts. Drawing on Zeno’s expertise across organizational change, employee engagement, reputation, sustainability and public affairs, the AI Responsibility Assessment helps companies examine the environmental, employee and societal issues associated with AI adoption.

We assess these issues to identify potential opportunities and areas of vulnerability as AI is adopted across the business:

• AI Supply Chain: How a company sources, builds and governs AI infrastructure to minimize environmental harm and community impacts.
• AI Implementation and Use: How does a company deploy AI tools by prioritizing fairness, privacy, transparency, inclusion and accountability in everyday operations.
• AI Reputation: How a company builds trust in AI through governance and policies, transparency, workforce engagement, internal comms, responsible marketing and preparedness for business and reputational vulnerabilities.

Building Trust Through Transparency Around AI Practices

The research suggests that companies need to think broadly about AI and reputation, underscoring the value of communicating transparently about AI and demonstrating a commitment to responsible practices. There are clear business benefits to doing so — survey respondents indicated that when a business is transparent about its AI use, 44% would feel more comfortable using its products or services, 43% would be more likely to trust it and 41% would be more likely to buy or use its products or services.

As companies accelerate AI adoption, understanding the full range of potential impacts can help leaders make more informed decisions, prepare for emerging vulnerabilities and communicate credibly with stakeholders.

Zeno commissioned a nationwide survey, conducted Sept. 9–10, 2026 among 1,000+ U.S. adults ages 18 and older. The sample is nationally representative of the U.S. general population, with a margin of error of +/- 3 percentage points at the 95% confidence level.