AI-Driven Perspectives on Trust in Business Models
Marlena Grabowska, Iwona Otola, Magdalena Rzemieniak · 2026
This chapter discusses AI-Driven perspectives on trust in business models. These issues relate to trust as a key element in the development of artificial intelligence systems. In this context, the concept of Trustworthy AI (TAI) is explored. Furthermore, the chapter presents the evolution of the approach to trust in human-machine relationships. It characterizes the fundamental differences and similarities between interpersonal trust and trust in technology. Based on literature research, similar foundations have been demonstrated that underlie trust in interpersonal relationships and in relationships with technology. The characteristics that build trust in human-technology relationships were identified based on Mayer et al.&s;s trust model. In the case of AI, the components of trust are: efficiency and functionality (instead of ability), helpfulness (instead of benevolence), and reliability (instead of integrity). On this basis, empirical research was conducted on the role of trust in AI in building the value components of a business model. Furthermore, the impact of interpersonal trust and trust in AI on value proposition, value creation and delivery, and value capture in high-growth enterprises was compared.