It has been called the'dark heart' of artificial intelligence (AI) – the complicated'black box' of hidden machine learning algorithms that many would have us believe will allow AI to take our jobs and run our lives. But before that can happen AI must be integrated into our everyday systems and protocols – including regulation. Product users and stakeholders must also have trust in AI and machine learning – otherwise they simply won't use it. New interpretability techniques are now making it possible to lift the lid on the black box. Overcoming the "Why should I trust you?" scepticism about AI and machine learning is perhaps the biggest challenge that businesses need to master to gain trust from their stakeholders – customers, employees, shareholders, regulators and broader society.