Sage launches AI Trust Label to boost SMB confidence in AI

Sage has introduced its AI Trust Label to Sage Intacct. The label is designed to increase transparency around artificial intelligence by providing clear information about how AI is developed and used in Sage's business software.

Transparency focus

The AI Trust Label outlines key indicators that highlight compliance with global regulations, standards for customer data usage, as well as the system's monitoring accuracy and ethical performance. The company says that this level of information aims to demystify AI for small and mid-sized businesses (SMBs) by explaining technical concepts in accessible language.

Sage's approach gives users more detail on how their data is handled and how the system reaches its decisions, without users needing significant technical knowledge.

Adoption and trust

According to data from Sage, while a large number of SMBs experience benefits after adopting AI-94% of users report positive impacts-around 70% have yet to fully implement AI technology in their operations. The company attributes this adoption gap to trust issues, noting that among those who trust AI, 85% actively use it, compared to just 48% among those who have less confidence. Less than half of surveyed SMBs believe they can trust firms developing business AI tools.

The label is now accessible within the Sage Intacct platform, where users can view detailed explanations through the company's Trust & Security Hub. Plans are underway to extend the label to more products and geographical markets, with the next phase targeting a broader rollout in Europe.

Ethics and governance

Sage's adoption of the AI Trust Label follows the implementation of its own AI and data ethics principles, as well as compliance with the US NIST AI Risk Management Framework. The company has also endorsed the Pledge for Trustworthy AI in the World of Work and adopted standards such as the UK Government's AI Cyber Security Code of Practise.

As part of its ongoing efforts, Sage is calling for greater collaboration between industry players and public bodies to create a standardised and certified framework for AI labelling, aiming to help accelerate responsible adoption across the sector.

User reception

"We're excited to get the AI Trust Label in front our customers," said Aaron Harris, Chief Technology Officer, Sage. "This is more than just a feature; it's our commitment to clarity and accountability."

Harris added, "Businesses should be able to understand how AI works and what it means for them without needing to be tech experts. This is our way of making that possible."

Susan Vincent, Managing Director at Baker Tilly, a partner of Sage Intacct, said, "This will help partners like us deliver AI solutions with confidence, knowing customers have clear insight into how it's built and governed."

From the customer perspective, Tony Phillips, Assistant Controller at Boston-based Income Research & Management, said, "In my role, I need to know that decisions and outcomes generated by AI are accurate and fair. The Label gives me that confidence - I use Sage Intacct's AI features regularly, and it's reassuring to know how the technology is built."

The feature is initially available to customers in the US and UK with more geographies coming soon.