For stakeholder trust, prioritize human dialogue over AI

It’s getting harder to build or maintain trust with diverse groups these days, so it’s no wonder people are turning to innovative methods to try to boost engagement.

But recent research conducted by GlobeScan and the Corporate Affairs Academy at the University of Oxford, finds that stakeholder engagement ranks among the top five priorities for corporate affairs professionals. At the same time, other GlobeScan research shows that many sustainability experts don’t see stakeholder management as a highly effective lever for advancing sustainability. This disconnect highlights a critical challenge: how can engagement be redefined to deliver trust and meaningful sustainability outcomes?

Corporate affairs practitioners surveyed say the most innovative ways to build trust with diverse groups is to return to the fundamentals, especially with stakeholders who are skeptical and critical: direct, in-person engagement and open dialogue, followed by clear communication and transparency. While digital tools and AI are part of the mix, they’re viewed as less powerful than authentic, human-centered approaches.

What this means

In a world of eroding trust and rising stakeholder expectations, organizations must focus on the quality of stakeholder engagement. By combining the relationship-building expertise of corporate affairs with the leadership of sustainability teams, companies can elevate engagement to drive credibility and impact. This means investing time in face-to-face dialogue to co-create solutions with stakeholders directly and, when possible, in person to ensure engagement not only builds and maintains trust but also contributes to tangible sustainability progress.

Based on a survey of 245 corporate affairs practitioners, February-March 2025.