Sage AI Trust Label now live for tens of thousands of users

Sage AI Trust Label now live for tens of thousands of users

ORLANDO (Nov. 11, 2025) - Sage (FTSE:SGE), the leader in accounting, financial, HR, and payroll technology for small and mid-sized businesses (SMBs), announced its AI Trust Label is now live in Sage Intacct for both US and UK customers. This first phase of a global rollout gives tens of thousands of users clearer insight into how AI is developed and used in business software, helping SMBs adopt AI with greater confidence.

Making AI easier to understand

The AI Trust Label provides transparent, accessible information about how AI functions across Sage's products. It highlights key trust indicators, such as:

• Global regulation compliance
• Customer data usage
• Systems monitoring accuracy and ethical performance

By simplifying complex technical details, Sage enables SMBs to understand the impact of AI in their business without needing technical expertise.

Built on a foundation of responsible innovation

The rollout of the AI Trust Label builds on Sage's long-standing commitment to responsible technology development. In 2023, Sage published its AI and data ethics principles and adopted the US NIST AI Risk Management Framework globally. The company also signed the Pledge for Trustworthy AI in the World of Work to promote fairness and inclusion and implemented emerging standards such as the UK Government's AI Cyber Security Code of Practice.

Why trust matters

Sage research shows a direct link between trust and AI adoption. While 94% of SMBs already using AI report seeing benefits, the majority (~70%) have yet to fully adopt the technology. The difference is trust.

Among those who trust AI, 85% say they actively use it in their business. Among those who don't, that statistic drops to 48%. Less than half (43%) of SMBs say they have low trust in the companies building AI tools for business.

Now, Sage Intacct customers will see the AI Trust label within the product experience and can access additional details via Sage's Trust & Security Hub.

"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."

He 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, Baker Tilly, a Sage Intacct partner, added, "This will help partners like us deliver AI solutions with confidence, knowing customers have clear insight into how it's built and governed."

Sage customer Tony Phillips, Assistant Controller, 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."

Expanding across Europe and beyond

Following the successful rollout in the UK and US, Sage will extend the AI Trust Label across Europe as the next step in its roadmap. Future phases will expand the AI Trust Label to more products and markets globally.

Calling for collaboration in responsible AI

Sage continues to advocate for closer collaboration between industry and governments to establish a consistent and certified framework for AI labelling. The company is also exploring ways to share its own framework more broadly to help to accelerate AI adoption across the technology sector.

About Sage
Sage exists to knock down barriers so everyone can thrive, starting with the millions of small and mid-sized businesses served by us, our partners and accountants. Customers trust our finance, HR and payroll software to make work and money flow.  By digitalising business processes and relationships with customers, suppliers, employees, banks and governments, our AI powered platform connects SMBs, removing friction and delivering insights. Knocking down barriers also means we use our time, technology and experience to tackle digital inequality, economic inequality and the climate crisis.