As AI becomes increasingly embedded across customer support, trust is emerging as one of the biggest factors determining success or failure. Customers need confidence in AI-driven interactions, support teams need trust in the systems they rely on, and leaders need alignment across teams responsible for implementing change. The challenge is no longer simply deploying AI—it’s creating an environment where people trust how it is used and the outcomes it delivers. In this keynote, Boaz Maor will explore why trust should be treated as operational infrastructure rather than a soft skill. Discover how support leaders can strengthen trust across customers, teams, and the wider organization while introducing AI in ways that improve experiences and support long-term business outcomes. What this session will cover: - Why trust becomes increasingly important as AI takes on a larger role in customer support - Common points where trust breaks down between customers, teams, and technology - Practical ways to strengthen transparency, accountability, and consistency in AI-driven environments - How stronger trust can accelerate adoption, collaboration, and customer outcomes Key takeaway: Attendees will leave with a practical framework for identifying trust gaps, strengthening confidence in AI initiatives, and turning trust into a long-term advantage for customer support organizations.