A 2024 Deloitte study examines the landscape of Generative AI within the Belgian market, focusing specifically on the critical role of trust. While awareness of these tools is high, a notable adoption gap exists across different regions and genders, with the highest usage found in Brussels and among men. Consumers generally feel confident using the technology for simple tasks like generating ideas or summarizing text, yet they remain skeptical of AI in sensitive areas like medical or legal advice. The research suggests that responsible organizational use and government regulation are essential factors for increasing widespread acceptance. Ultimately, the data highlights that while Belgians recognize the potential benefits for productivity, transparency and reliability remain the primary hurdles to full integration.

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