Observed Signal · Jul 23, 2026 · Analysis · Source: https://martech.org/feed/ · Impact: 3/5 · Sentiment: Neutral
Consumer Distrust of AI Tied to Data Practices
The article argues that consumer distrust of AI in marketing is driven less by the use of AI itself and more by concerns about how consumer data is collected, used, and protected. It cites research showing consumers lose trust when content is labeled AI-generated and highlights a survey where 100% of 600 marketers reported using AI. The piece recommends practical steps marketers should take — clear security summaries, user data preferences, transparent explanations of what data fuels AI personalization, regular model audits, and inviting customer feedback — to rebuild trust and protect the effectiveness of AI-driven marketing.
Highlights widespread AI adoption among marketers and the risk that poor data transparency and governance can erode consumer trust, affecting the effectiveness of AI-driven marketing — relevant to marketers, MarTech vendors, and consultancies.
Track EY Signals & Market Shifts in Real-Time
Polaris7 autonomous intelligence agents track regulatory filings, primary sources, executive changes, and deal flow 24/7. Create your free Explorer workspace to monitor these entities.
Key Takeaways & Evidence Grounding
- A Nuremberg Institute for Market Decisions survey asked 600 marketers if they were using AI and found 100% reported using AI in their activities.
- Research cited indicates labeling content as AI-generated can reduce consumer trust and engagement with ads.
- EY emphasizes ethics, pragmatism, and human-centered deployment as core elements of its artificial intelligence consulting services.
- MarTech is owned by Semrush.
- Author Shama Hyder is Founder & CEO of Zen Media.
Connected Companies & Entities
2 Entities mapped“The global professional services firm is already highlighting ethics, pragmatism, and human-centered deployment as key elements of its artif...”
“MarTech is owned by Semrush....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
How Brands Can Build Customer Trust Amid AI
The Drum polled its membership for industry perspectives on the role of trust in modern marketing as AI agents, privacy regulation and first-party data strategies reshape customer relationships. Multiple marketing leaders argue trust cannot be manufactured by campaigns; it must be earned through product quality, consistent customer experience, aligned incentives, transparency, human fallback from automated systems, and credible third-party validation. Contributors cite examples of trusted brands (Beauty Pie, REI, Notion, Monzo, Octopus Energy) and highlight tactics such as customer stories, digital PR and localised messaging. Several speakers warn that handing customer service wholly to AI without easy human escalation erodes trust, while agentic search and AI assistants shift where and how trust is formed.
Bridging the Trust Gap in AI-Driven Marketing
MarTech summarizes findings from Braze’s "Global Customer Engagement Review 2026," showing a widening gap between near-universal marketer adoption of AI and consumer skepticism about AI-driven interactions. While 93% of marketers say AI helps them better understand customers, only 53% of consumers believe brands accurately predict their wants and needs. Currently 19% of consumers report using AI intermediaries to interact with brands; Braze projects this use will grow (citing 1.4x growth this year) and suggests it could reach 46%. The report outlines four possible futures for AI-powered engagement—ranging from trusted AI agents enabling personalization to broad consumer rejection—and argues that trust, transparency, proof of consumer value, consent, and governance are strategic priorities for marketers to realize AI’s benefits.
Consumers Embrace AI, But Trust Remains Elusive
A global Klaviyo study of nearly 8,000 consumers finds widespread AI usage but low full trust, creating a gap marketers must navigate. Sixty percent of respondents use AI tools at least weekly, yet just 13% say they completely trust AI. The research reports that 41% purchased a product recommended by AI in the past six months and 27% were introduced to a product by AI that they later researched. Klaviyo segments consumers into four AI personas — Enthusiasts (about 26%), Evaluators, Skeptics and Holdouts (about 21%) — noting Enthusiasts and Evaluators together represent nearly 70% of consumers. Heavy AI users are more likely to spot low-quality AI-generated marketing. Consumers are also shifting search behavior toward longer, more contextual prompts, signaling AI is becoming an important discovery layer even as trust lags adoption.
Track Real-Time Market Signals & Shifts
Set up custom watchlists to receive automated, evidence-grounded executive digests whenever material signals or shifts occur across your tracked landscape.