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Trust has never been built at the moment of decision. It is built long before the decision arrives. This is one of the least understood realities of artificial intelligence, autonomous systems and machine-led decision-making. Organisations continue to invest heavily in model accuracy, computational performance and automation, believing that better technology naturally creates greater trust. Yet history repeatedly demonstrates the opposite. Some of the world's most technically sophisticated systems fail not because they make poor decisions, but because people hesitate to follow them.