Trust in AI

Do you have trust built into your artificial intelligence systems by design? Are you able to minimise and mitigate risks? Prepared to comply with complex global regulations, such as the EU AI Act?

The importance of trust

AI isn’t just transforming the way we work – it’s changing what we trust. 

In a world where algorithms make decisions, predictions, even drive business strategy, trust becomes the true currency of success. Without trust, AI adoption stalls. Innovation slows. Risk multiplies.  

Responsible AI isn’t just a ‘nice to have’ – it’s the difference between AI that empowers people and AI that alienates them.  

Between solutions that open markets and close them.  

Between a leader and being left behind.  

Trustworthy AI is safe, fair, transparent and accountable. It doesn’t just meet expectations; it earns confidence, loyalty and growth. 

At PwC, we help organisations build that trust – and turn it into their greatest competitive advantage. 

Explore our services

Responsible AI governance

Aligning AI with ethics, impact and global standards

We help you define clear AI policies, risk frameworks and operational controls that align with global standards and your business goals. Our approach draws on leading frameworks such as ISO/IEC 42001:2023, NIST AI Risk Management Framework and the EU AI Act. From AI ethics boards to risk taxonomies and governance models, we help you build structures that are practical, auditable and regulation ready — unlocking innovation while managing risk.

Model validation and third-party assurance

Independent scrutiny where Trust matters the most

We provide independent validation of your AI/ML models and the controls that govern them. We assess both system-level governance and model-specific safeguards - including accuracy, bias, fairness and explainability. Whether you’re facing regulatory pressure, partner requirements or internal risk thresholds, we help make sure that your AI is safe, sound and fit for purpose.

AI risk and compliance management

Operationalise responsible AI across your enterprise 

We map your AI landscape, assess emerging risks, perform a gap assessment against your current procedures and help you implement controls to make sure you meet regulatory expectations – from the EU AI Act’s risk tiers to global norms like OECD AI Principles and ISO/IEC 23894 (AI Risk Management).

AI strategy and enterprise integration

Make responsible AI part of how you work – not just what you build. 

We help you move beyond pilots to embed AI into your core processes, decision making and customer experiences. From aligning AI use cases with business value to integrating responsible AI principles into procurement, vendor governance and agile delivery pipelines - we make sure your responsible AI is embedded in the DNA of your AI strategy to drive scalable, ethical innovation.

Capability building and culture change

Equip your teams to lead with confidence in an AI-driven world 

We offer tailored workshops, simulation exercises and executive learning programmes that turn abstract principles into everyday behaviours. Whether you’re enabling your risk, compliance, finance or product teams, our tailored training offers help build the skills and mindsets needed to govern and innovate with AI - responsibly.

AI monitoring and lifecycle oversight

Stay ahead of the risks – even after deployment 

Our continuous monitoring services help make sure that your AI systems remain compliant, fair and effective over time. We help you set up performance dashboards, model drift alerts and regular compliance reviews – so you can adapt to changing contexts, avoid degradation and maintain stakeholder trust.

Our Accelerators

Tools and templates to move fast and do it right

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Why PwC’s the partner you need

Our forward-looking, dynamic community of people-centric solvers work together to deliver comprehensive solutions tailored to your business needs. We bridge the gap between evolving AI technologies, complex regulations and your business goals so you can innovate with confidence, stay compliant and earn trust from your stakeholders every day.

We bring expertise together in AI engineering, legislation and compliance, governance, cyber, privacy and change management so you can stay ahead, even as AI, risks and expectations evolve. The leaders of tomorrow will be those who keep earning trust-every single day.  

Connect with PwC Belgium

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Contact us

Wim Rymen

Wim Rymen

Partner, PwC Belgium

Tel: +32 473 26 92 27

Vincent Gaukema

Vincent Gaukema

Director, PwC Belgium

Tel: +32 49 490 4064

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