To better regulate the use of personal data and protect citizens, the European Union adopted the General Data Protection Regulation (GDPR), which came into force on 25 May 2018. In the UK, the GDPR is tailored by the Data Protection Act 2018. Non-EU businesses with offices in Europe, or who hold or process data coming from Europe, also need to be fully appraised of GDPR. The digital revolution has made it easier for companies to collect insights on their markets to better understand their clientele's behavior. But it has also paved the way for potential abuses, creating a climate of suspicion. How can AI earn the public’s trust?