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The thought of using Artificial Intelligence (AI) and algorithmic decisionmaking (ADM) processes in our daily lives makes many of us feel insecure. Most consumers see more risks than opportunities, an attitude brought about by the black-box nature of algorithms and AI. When an organisation or public authority makes a decision supported by an algorithm, one can feel that one is at the algorithm’s mercy, finding it incomprehensible. Widespread consumer distrust of AI and ADM processes will make it difficult to improve their societal acceptance and therefore make it challenging to apply them in the business sector and in policy-making. Without trust on the consumer side, there can be no progress.