Brits' trust in how brands use data 'lowest in the world'

It may be virtually impossible to find a marketer or agency which is not grabbing AI tools with both hands but this obsession is likely come back to bite them, with consumers becoming increasingly wary of brands riding roughshod over their privacy to use the technology.

That is according to new research from SAP Emarsys, the omnichannel customer engagement platform, which includes insights from 2,000 UK consumers and 250 UK marketers.

It reveals that nearly three-fifths (57%) of UK consumers have little-to-no trust in brands to use AI responsibly, while three-quarters (76%) say they lack confidence in the technology’s data privacy record, a 41% drop since 2024.

The findings show a growing disconnect: marketers are going all-in on AI, but consumers are not convinced they are getting value in return.

And, with as many as 87% of UK marketers now using AI, and 63% boosting their investment in technology this year, this is a major concern, especially as just 19% of shoppers feel they receive enough value in return for their data.

Meanwhile, agency groups are clamouring to get aboard, with new announcements coming out of the likes WPP Media, Publicis, Omnicom, Denstu and Havas nearly every week.

Despite AI making shopping easier – a benefit recognised by 57% of UK AI-supportive consumers, trust continues to erode.

With transparency still lacking, and many consumers unsure how or why their data is being used, British shoppers now rank as the least confident globally when it comes to data use.

Shoppers routinely share personal data, preferences, purchase history, and browsing behaviour, yet often receive repetitive and irrelevant messaging in return. The risk of a low value exchange? Without visible and valuable data activation, AI could become just another marketing tool that drives consumers away.

SAP Emarsys CMO Sara Richter said: “We’re in a new kind of loyalty economy – driven by AI, but built on trust. Many brands are now in what we call the Engagement Era – where speed and personalisation are expected, but it’s the value exchange that sets leaders apart.

“The real magic happens behind the scenes, when brands use AI to better understand their customers and connect in a way that feels meaningful, not manipulative.”