The problem with trust: on the discursive commodification of trust in AI

This commentary draws critical attention to the ongoing commodification of trust in policy and scholarly discourses of artificial intelligence (AI) and society. Based on an assessment of publications discussing the implementation of AI in governmental and private services, our findings indicate that this discursive trend towards commodification is driven by the need for a trusting population of service users to harvest data at scale and leads to the discursive construction of trust as an essential good on a par with data as raw material. This discursive commodification is marked by a decreasing emphasis on trust understood as the expected reliability of a trusted agent, and increased emphasis on instrumental and extractive framings of trust as a resource. This tendency, we argue, does an ultimate disservice to developers, users, and systems alike, insofar as it obscures the subtle mechanisms through which trust in AI systems might be built, making it less likely that it will be.