I believe, if this sort of generative AI is going to be trustworthy in the future, we need some sort of external verification system so we can make our own trust judgements based on the data used to train the system. For example, if a system is trained including 4chan as a data source, I'm going to trust it less than if it wasn't trained using that source.
I don't think big business yet realises how important the training data is but, as soon as they do, they will want the AI companies to provide guarantees about the sanity and appropriateness of the training data.