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Building Consumer Trust: Addressing Bias in Generative AI for Brands
Better Together Agency's 2025 Biases in Generative AI Impact Report
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ABOUT THE SURVEY
Better Together Agency's 2nd annual Biases in Generative AI Impact Report delivers a wake-up call to business leaders: consumers are watching how generative AI is built, and bias is a bottom-line risk. The report includes new, nationally representative survey data showing that fairness is now the second-most important factor (after accuracy) in choosing generative AI-powered tools.
This is no longer a tech issue, it's a trust, revenue, and brand loyalty issue.
92% of consumers want companies to address generative AI bias.
59% trust brands more when they know generative AI is built to be fair and inclusive.
33% would abandon a product if they discover the generative AI is biased.
Healthcare, education, finance, and hiring top the list of industries where biased generative AI is most dangerous.
REAL-WORLD STAKES
Imagine asking a voice assistant for a doctor's appointment, only to be misunderstood because of your accent. Or submitting your resume to a hiring platform that filters you out because you don't fit the past "success" mold. Or asking for a "femtech" example in an image generator and only receiving images of Asian women after rerunning the tool five times. These aren't hypotheticals because they're happening now.
Better Together Agency's report maps the harm and the opportunity with data, case studies, including Michael Kors, Ulta Beauty, and JetBlue, and an actionable roadmap for inclusive design.
BUSINESS IMPACT
Bias in generative AI directly hits the bottom line. Nearly 25% of consumers say they're more likely to support brands addressing generative AI bias, while 33% would consider stopping usage if a generative AI tool is biased, which is a clear risk to revenue.
Bias risks are most concerning in high-stakes industries where trust and accuracy are paramount. Unchecked generative AI bias can lead to missed market opportunities, PR crises, or legal action.
COMPETITIVE ADVANTAGE OF RESPONSIBLE GENERATIVE AI
Embracing inclusive generative AI is emerging as a competitive differentiator. Business leaders increasingly view responsible generative AI as "not only about risk, but a value creator and competitive advantage grounded in trust."
New Customer Segments
Brands that proactively mitigate bias can capture new customer segments that value inclusive technology.
Strengthened Loyalty
Fair generative AI builds trust with existing customers, increasing retention and lifetime value.
Brand Goodwill
Companies known for responsible generative AI practices build positive reputation and goodwill.
As one PwC expert noted, companies now see responsible generative AI as a way to "ground services on trust."
ABOUT THE FOUNDER
Not able to review the entire report? Listen to a recap via Notebook LM.
Catharine Montgomery
Founder and CEO, Better Together Agency Communicator. Accountability driver. AI-Forward strategist. Values-led Leader.
Catharine Montgomery built her career in communications, but her work is about something bigger, holding technology and the people behind it accountable. As the founder of Better Together Agency, she helps companies recognize the biases built into artificial intelligence and pushes for change.
She led the Better Together Agency Insight Report: Navigating Biases in Generative AI two surveys, which are the only survey of its kind by a communications agency, to show how generative AI often repeats patterns of racial, gender, and economic inequality.
Catharine studies the problem and makes sure the right people are paying attention. She's spoken at CHIEF Fireside Chats, Serial Marketers, The Conference Board, and the National Black MBA Association, calling on companies to rethink the systems they rely on. Her work has earned Ragan's Top Women in Communications Award and the Social Impact Award.
Artificial intelligence is shaping the future and Catharine is making sure it works for everyone.
CONSUMER EXPECTATIONS AND TRUST
83%
Consumers Using Generative AI
Have used generative AI tools
59%
Increased Trust
Trust brands more with fair generative AI
33%
Brand Loyalty Risk
Would abandon biased generative AI products
SPOKESPEOPLE AND QUOTES

Bias in, Bias Out: This Is What Bias in Generative AI Really Looks Like

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The Counterintuitive Growth Strategy These 6 Black Women Founders Swear By

"Success isn't about enduring environments that diminish your worth. It's about building spaces where equity, authenticity, and innovation thrive. Breaking barriers is most powerful when you're not climbing alone." Catharine Montgomery, Founder and CEO, Better Together Agency

Companies That Get Generative AI Right Will Be Rewarded with Trust and Wallets

"Generative AI holds a unique opportunity to be a solution to answer for the failures of institutions to reflect diverse voices and perspectives. The companies that get generative AI right – responsibly and inclusively – will be the ones customers reward with their trust and wallets. Leaders have a chance to use generative AI as a tool that can become effective as we develop stronger storytelling in the foundation of institutions that must rebuild trust that has been lost. This survey provides key insights that establish the negative impacts of bias and the cost markets face if they refuse to deconstruct and disrupt bias. Will institutions answer the call?" Michael Franklin, Co-Founder and Executive Director, Speechwriters of Color

Biased Generative AI Has Actual Human Costs, and We Cannot Allow Tomorrow's Tools to Carry Past Injustices

"We're already seeing how bias shows up in generative AI systems used for for hiring, healthcare, finance, and education hurts those who can least afford it. From algorithms that unfairly filter out qualified job applicants from underrepresented groups to generative AI-driven diagnostic tools that under-serve communities of color, biased generative AI is not abstract – it has actual human costs. We cannot allow the tools of tomorrow to carry the injustices of the past." Alphonso David, President and CEO, Global Black Economic Forum

FemAI Lead: "Diverse Training Data and Bias Audits Turn Fairness Into Competitive Advantage"

"Better Together Agency's 2nd Annual Bias in Generative AI Impact Report shows that when companies incorporate diverse training data and conduct regular bias audits, consumer trust increases and business performance improves. At FemAI, we build responsible generative AI solutions that help brands turn fairness into a competitive advantage." Tara Charne, Responsible AI Solutions Lead, FemAI

To schedule interviews with spokespeople, contact Better Together Agency at [email protected] or (202) 240-2709.