IA vs AI
If we start using IA for Intelligence Augmentation instead of AI for Augmented Intelligence at some point most people will get used to it. I believe IA is more acurate for what IBM refers to rather than AI.
I agree with IBM in terms of trustworthiness. As it has happened with everything else, not just with ATMs, many people need some time to adapt to the new technologies, especially those that involve some trust.
Other researchers a various universities have been working on embedding ethics on AI systems. Precisely, working with embedding social norms and values. At this point, some have wondered if it would be the right time to revisit such social norms and values, maybe updating or improving them.