Executives are struggling to identify reliable information as AI-generated content and misinformation rise. Most now verify data across sources and demand evidence before making decisions. Trust in AI remains low.
Business leaders are facing new challenges in evaluating information as AI-generated content and misinformation become more common. According to a recent Financial Times study, 74% of executives have delayed decisions because they were uncertain about which data sources to trust. This uncertainty is reshaping how leaders in publishing, media, and digital businesses approach critical choices.
The Financial Times surveyed over 500 global decision-makers and found that executives are now more selective about their information sources. Most rely on human interactions, evidence-based data, brands with established credibility, and sources that challenge their assumptions. The research also revealed that 77% of business decision-makers now cross-check information across multiple sources more than they did in the past.
Concerns about AI-generated content are widespread. The study reported that 85% of business leaders believe AI makes it harder to determine what is credible. Additionally, 88% think AI increases the risk of missing important context or nuance, while 82% worry that AI reinforces confirmation bias. Trust in AI as an information source remains low among senior executives, who continue to prioritize human judgment and established brands.
These findings build on the Financial Times' previous efforts to understand trust in media, including last year's Bridging the Trust Gap campaign. The survey drew on insights from the FT reader panel, a group of senior leaders who regularly provide feedback on industry issues. The research explored how information is filtered, which sources are trusted, and how AI is influencing authority and credibility in decision-making at the board and C-suite level.
Financial Times CEO Jon Slade said the results highlight the need for transparency in AI-generated content and reinforce the value of trusted information sources. He emphasized that trust remains a key asset for brands like the Financial Times and that building a reliable information ecosystem is a shared responsibility.
As trust in data and information sources becomes more complex, other major publishers are also navigating operational challenges. For example, the Los Angeles Times has recently faced vendor payment delays as it pursues a public offering, adding to the pressures on leadership and business operations. Recent reports detail how these financial strains are affecting the company's relationships with contractors.
