The AI and DEI Balancing Act

Artificial intelligence and diversity, equity, and inclusion (DEI) are rapidly becoming two of the most challenging and consequential communication arenas for modern companies. According to Mission North’s 2025 Brand Expectations Index (BEx), public sentiment is evolving in ways that require corporate leaders to rethink how they communicate about these issues, balancing transparency with strategic messaging to maintain trust and relevance.

We conducted BEx 2025 in November 2024, surveying 1,000 members of the general population adults and 500 knowledge workers. The goal was to provide practical and positive guidance for how executives such as CEOs, CCOs, and CMOs can bolster their brand’s reputation while also avoiding actions that might unintentionally harm it. We previously conducted BEx 2024, identifying and measuring leading factors affecting brands today, and used this as a foundation for Bex 2025.

AI: BUILDING TRUST IN A FAST-MOVING LANDSCAPE

AI adoption is surging, with tools like OpenAI’s ChatGPT and Google’s Gemini becoming household names. As AI continues to disrupt industries, public perception of AI companies has shifted significantly—though trust remains divided. Top survey findings include:

• Trust in AI companies and startups jumped 9 points in 2025 over 2024, reflecting increased awareness and adoption.
• Big tech is leading the trust surge with Google (66%), Amazon (65%), and Microsoft (61%) ranking the most trusted AI companies among the general public.Trust lags significantly for newer players (OpenAI: 41%, Anthropic: 23%).
• Communication builds trust. Knowledge workers overwhelmingly support transparent AI development, with 81% emphasizing security, 78% ethical oversight, and 77% privacy. Owned content from companies ranks just behind local news as the most trusted source of AI information.

Security, privacy, and ethics are big factors in building trust.

• Security is a top driver of trust in AI companies for 81% of knowledge workers and 69% of the general public.
• Ethical oversight is also critical: 77% of knowledge workers and 66% of the public support external governance of AI development.
• Only 40% of the general public trust the government to regulate AI responsibly; 58% of knowledge workers prefer industry self-regulation, reinforcing the need for corporate AI ethics programs.

The CEO is your best (or worst) asset, with 67% of knowledge workers and 57% of the public saying a company’s CEO reputation directly influences their trust in the brand.

DEI AND ESG: NO LABELS, JUST ACTION

In a climate of political and cultural pushback against DEI and ESG initiatives, companies face a paradox: While these programs are under attack, employees and consumers still widely support their underlying principles.

The public supports DEI values—but not always the label. While corporate DEI programs face external pressures, 69% of the general public and 78% of knowledge workers believe in incorporating diverse perspectives. However, companies should remember that the DEI term may carry political baggage and could be rebranded to reflect its broader, inclusive mission.

Actions speak louder than words. The study reveals a significant perception gap: 73% of the public supports inclusivity measures, but only 49% believe companies are following through. Businesses must showcase real, meaningful action rather than performative statements to bridge this gap.

Environmental stewardship remains a priority. Despite shifting political winds, 68% of the general public and 77% of knowledge workers support corporate sustainability initiatives.

Public stances on social issues remain divisive. While 65% of knowledge workers support corporate activism, only 50% of the general public feels the same. Companies should weigh external positioning carefully, prioritizing internal action and policies that reflect core values.

SO WHERE DO WE GO FROM HERE?

As AI reshapes industries and DEI/ESG debates continue, communicators must stay ahead of evolving expectations. BEx presents some clear pathways forward:

• Own your narrative: For companies looking to tell their AI story: take control of your story, educate stakeholders, and focus on security, privacy, and ethical leadership to maintain and build trust.
• Double down on executive comms: The general public and knowledge workers are looking to CEOs for direction; look closely at how your leaders show up, both in words and actions. Transparency and authenticity are essential elements of an executive platform.
• Focus less on labels and more on results. Embedding inclusive and sustainable practices into company culture without drawing unnecessary controversy will allow brands to maintain credibility while avoiding political landmines.
• Direct communications is king. Audiences want to hear from you, and content increases knowledge; 81% of the general public and 84% of knowledge workers rank direct communications from companies (podcasts, long-form articles, and videos on technical and human-interest topics) as one of the most trusted sources of information, second only to local news.

COMMUNICATE WITH CONFIDENCE

The research makes one thing clear: Companies that proactively shape their narratives around AI and DEI will maintain stronger, more resilient brands.

AI is no longer an emerging trend—it’s an operational reality. Meanwhile, DEI and ESG efforts remain essential to corporate success, even requiring strategic repositioning. Companies that take control of their messaging, prioritize transparency, and consistently communicate their values will be best positioned to navigate the challenges and opportunities of 2025.

By doubling down on education, trust-building, and authentic storytelling, corporate leaders can ensure their brand survives and thrives in the ever-evolving landscape of AI and DEI.

Tyler Perry is co-CEO of Mission North.

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