New global research suggests organisations will increasingly be judged not by whether they use artificial intelligence, but by how responsibly they govern it.
Artificial intelligence is entering a new era. Once viewed primarily as a productivity booster for automating tasks and improving efficiency, AI is now being recognised as critical business infrastructure with implications that extend far beyond technology.
A new global report from media intelligence and reputation analysis firm CARMA suggests that conversations around AI have shifted dramatically over the past three years. Today, discussions are increasingly focused on governance, executive leadership, national competitiveness and public trust, signalling that AI has become a strategic priority for both businesses and governments.
The findings are based on an analysis of more than 6,000 news articles published by 500 leading media outlets across 45 markets, alongside a global survey of 6,300 people in 19 countries.
The New Leadership Challenge
For business leaders, the report highlights an important shift. AI is no longer simply an innovation story. It is increasingly becoming a leadership and governance issue.
Companies are being judged less on whether they have adopted AI and more on how transparently they deploy it, how they manage risks, and whether human oversight remains central to decision-making.
Jennifer Sanchis, Insights & Consulting Director for Europe and the US at CARMA, says organisations that rely on AI as little more than a marketing buzzword risk damaging credibility. Instead, she argues, trust will belong to companies that demonstrate measurable outcomes, explain how AI is used and maintain clear human accountability.
Consumers Are Becoming More Discerning
Although public confidence in AI is improving, audiences are also becoming more sceptical of exaggerated claims.
According to the report, global trust in AI increased from 26% in 2025 to 33% in 2026. Yet nearly six in ten respondents believe organisations overstate their use of artificial intelligence, while almost half say they pay less attention to communications simply because they mention AI.
The findings suggest that businesses can no longer assume AI alone creates a competitive advantage. Customers increasingly expect evidence of real value rather than ambitious promises.
CEOs Are Becoming the Face of AI
Executive leadership is also playing a growing role in shaping public perception.
The report finds that chief executives continue to generate the most positive media coverage around AI initiatives. However, they remain less trusted than academics, highlighting the need for leaders to communicate with credibility, transparency and substance.
As AI becomes linked to workforce transformation, corporate governance and organisational change, executive communication is becoming a critical component of brand reputation.
Transparency Could Become the Biggest Competitive Advantage
One of the report’s strongest findings is the gap between public expectations and corporate communication.
While both media coverage and public opinion consistently identify safety as the foundation of trustworthy AI, transparency receives far less attention despite being one of the strongest drivers of confidence.
Businesses that openly explain how AI systems operate, where human oversight exists and how decisions are made are likely to stand out as regulation tightens and stakeholder expectations continue to evolve.
Why It Matters for the Gulf
The findings arrive at a time when the UAE and wider Gulf region are accelerating investments in artificial intelligence across government, healthcare, education, finance and smart city initiatives.
For organisations operating in the region, AI is rapidly becoming a boardroom issue rather than simply an IT initiative. Reputation, investor confidence and customer trust may increasingly depend on demonstrating responsible AI governance alongside technological innovation.
The message for business leaders is clear: adopting AI is no longer enough. Long-term success will depend on proving that it is being deployed ethically, transparently and with measurable value.
As artificial intelligence becomes embedded in everyday business operations, the organisations that build trust, rather than simply promote technology, are likely to emerge as tomorrow’s leaders.
