In early December, Cogito published some new research designed to capture consumers' understanding of artificial intelligence (AI), their overall perception and utilization of it, and any apprehensions they had with their utilization of it related to data privacy and regulation. While the study found that most consumers don't think that AI is a threat to jobs and can help make the lives of employees easier, they expressed a lingering mistrust surrounding brands' use of their data, privacy and the overall use of AI. In fact, of the consumers surveyed, 72% said that they had concerns about data privacy and what AI-enabled tools are tracking. That number represents a significant trust gap. But, what should companies be doing in the face of that level of concern?