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30 HARTFORDBUSINESS.COM | JULY 14, 2025 OPINION & COMME NTARY Biz Starts EXPERT'S CORNER Why business leaders need to pay attention to blockchain technology By Tan Gürpinar I n May, the FBI's New Haven office issued a warning: artificial intel- ligence is being used to imper- sonate top U.S. officials via voice cloning and fake audio messages. The alert came after audio deepfakes began circulating on social media, sowing confusion and mistrust — and the technology is improving at tremendous speed. Connecticut businesses are not immune. From fraudu- lent AI-written emails mimicking CEOs to cloned executive voices used in financial scams, the threat is real and growing. And yet, amid the rise of AI, one question remains: How do we main- tain trust, accountability and control in a digital world increasingly run by algorithms? The answer: Building a digital trust infrastructure Blockchain and other decentralized technologies — formerly associated with cryptocurrencies — are now emerging as foundational layers for establishing trust in AI-driven econ- omies, enabling consensus between unknown or untrusted parties, and providing verifiable transparency in processes traditionally hidden behind algorithmic black boxes. And that's just the beginning. In tandem with the Internet of Things (IoT), extended reality and quantum computing, blockchain technology is helping to shape Web 4.0 — a future internet that seam- lessly integrates digital and physical systems, redefines how machines and people interact, and creates new possibilities for innovation and commerce. Building trust in AI with blockchain technology Where does blockchain fit in? And why should it matter to business leaders? As more businesses incorporate artificial intelligence, blockchain tech- nology can provide four main benefits to help businesses strengthen AI's trustworthiness and fairness: • Auditability: Blockchain solutions provide tamper-proof records of AI decisions — helping demystify the "black box" and offer transpar- ency to customers, internal teams or regulators. • Data ownership: Individuals and organizations can retain control of their data, using their digital wallets and smart contracts to share it only when, how and with whom they choose. • Data integrity: Blockchain solutions ensure that datasets used to train AI models are authentic and unal- tered — reducing the risk of model manipulation or "data poisoning." • Decentralized AI: Peer-to-peer AI services running on blockchains reduce dependence on tech giants, enabling open collaboration — giving small players a seat at the innovation table. Enter Web 4.0: Where AI, blockchain and the real-world meet Web 4.0 isn't just the next iter- ation of the internet — it's a shift in how businesses, machines and people interact. Imagine immersive, intuitive envi- ronments where AI agents negotiate contracts autonomously, extended reality interfaces guide manufac- turing, and IoT sensors trade micro- payments based on smart contract rules — all seamlessly secured by blockchain solutions. It sounds futuristic, but founda- tional pieces are already here. What's missing is adoption, especially among small and midsized firms, nonprofits and policymakers who risk falling behind. What this means for local businesses Even if you're not building the next AI tool or metaverse platform, the implications are real. Businesses can: • Use blockchain to retrieve and protect customer data, complying with emerging regulations. • Develop smarter, leaner operations with automated smart contracts and IoT integrations. • Explore new revenue streams in tokenized services, AI market- places and secure data exchanges. • Position your firm as forward- thinking and resilient in a rising landscape of digital threats. Business leaders don't need to master blockchain overnight, but they do need to get familiar. And no, blockchain isn't a magic fix — and neither is AI. But used together, these emerging technologies offer businesses a powerful way to innovate without compromising trust, ethics or control. Tan Gürpinar is an assistant professor of business analytics and information systems at Quinnipiac University's School of Business. 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