57% of consumers trust brands more when they use AI, study finds | MarTech

"After years of research showing consumers dislike the technology, 57% now say they trust brands more when AI is part of the experience, according to Optimove's "2025 AI Marketing Trust and Engagement Report." This challenges a common concern among marketers - that revealing or emphasizing AI use would harm brand authenticity. But the study shows most consumers already assume AI is involved, and many see it as a sign of efficiency and relevance."

"According to the report, 87% of consumers believe they can tell when a company is using AI. But rather than reacting with suspicion, most are receptive. Only 5% report strong distrust when AI is involved. So, rather than hiding AI, brands should focus on using it in helpful, transparent ways - especially when it improves the customer experience. The report found that consumers see clear benefits in AI-powered interactions: 32% value AI when it saves them time."

"This has a measurable impact on behavior. Nearly three in four consumers (73%) say they've made a purchase based on an AI recommendation - and over half have done so more than once. Despite the upside, marketers can still lose consumer trust - not because they use AI, but because they use it poorly. Top concerns include: 34% worry about data privacy. 24% dislike overly personalized experiences. 18% say inaccurate recommendations damage the experience."

57% of consumers say they trust brands more when AI is part of the experience. Most consumers assume companies use AI; 87% believe they can tell when AI is being used and only 5% report strong distrust. Consumers value AI when it saves time (32%) and when it demonstrates that a brand understands their needs (28%). Seventy-three percent of consumers say they have made a purchase based on an AI recommendation, with over half doing so more than once. Major trust risks are data privacy (34%), overly personalized experiences (24%), and inaccurate recommendations (18%). Avoiding intrusive or irrelevant automation requires better execution and cross-disciplinary marketing skills.

Read at MarTech