In the context of technology, and particularly AI, trust and how it is built is what matters. I would argue that building trust requires four key ingredients: benevolence, competency, consistency and integrity. But, even in the early days of AI, these behaviours have become sporadic and unreliable in the implementation of some systems. This year, for instance, it emerged that a big AI education vendor had inserted social psychological interventions into one of its commercial learning programs to test how thousands of students would respond, unbeknown to them, their parents or their teachers. What is made is a reflection of the people who make it.