Business leaders are excited about AI’s potential to move the needle in customer experience while cutting costs. Customers, however, are more wary.

Numerous studies have illustrated just how deep that distrust runs.

According to Gartner, nearly two-thirds of customers don’t want companies to use the technology in customer service, but 3 in 5 customer service leaders are under pressure to use AI. Another study found describing a product as "AI-powered" actually decreases customers’ purchasing intention.

Customer distrust doesn’t mean businesses should avoid its use altogether. Rather, experts urge businesses to establish governance plans, pick and choose use cases, and disclose the use of generative AI when brought directly to the consumer.

Here are five stories about how to maintain customer trust while deploying AI.