Automation with inherent artificial intelligence (AI) is increasingly emerging in diverse applications, for instance, autonomous vehicles and medical assistance devices. However, despite their growing use, there is still noticeable skepticism in society regarding these applications. Drawing an analogy from human social interaction, the concept of trust provides a valid foundation for describing the relationship between humans and automation. Accordingly, this paper explores how firms systematically foster trust regarding applied AI. Based on empirical analysis using nine case studies in the transportation and medical technology industries, our study illustrates the dichotomous constitution of trust in applied AI. Concretely, we emphasize the symbiosis of trust in the technology as well as in the innovating firm and its communication about the technology. In doing so, we provide tangible approaches to increase trust in the technology and illustrate the necessity of a democratic development process for applied AI. •We examine how is trust in autonomous vehicles and medical assistance devices fostered.•We illustrate the dichotomous constitution of trust in applied artificial intelligence.•First, trust in the technology is important.•Besides, trust in the innovating firm and its communication is decisive.