The recent AI All In Census show that media professionals do not view the industry as trustworthy (40%) or believe it has a positive social impact (44%). In this session we will ask the Future 100 their thoughts and why they believe less than half the industry feel this way. We will discuss:

• What have been the key drivers that have got us to a point were only 4 in 10 people who work in media believe what we do is trustworthy?
• What can we do as an industry to bring that score up next year?
• Do we believe the public perception of advertising would mirror these results, and what are the benefits of promoting trust in media and what channels do this best?
• How can we address the trust gap as AI is increasingly used to create content?