Tech
Navigating Consumer Trust in the Age of Data Privacy and AI
Report summary
As artificial intelligence becomes more embedded in daily life and data collection is getting increasingly sophisticated, consumers are becoming more cautious about who they share their information with, and why. High-profile breaches and shifting privacy laws have only heightened awareness and skepticism. In this environment, trust isn’t just a competitive advantage, it’s a baseline expectation.
Morning Consult’s report Navigating Consumer Trust in the Age of Data Privacy and AI explores the evolving relationship consumers have with businesses when it comes to their personal data. Based on a survey conducted among 2,208 U.S. adults, this report provides a roadmap for businesses who are hoping to build, repair or maintain trust with their customers as the landscape of personal data and privacy continues to shift.
Key Takeaways
- Most consumers give brands the benefit of the doubt: A majority believe businesses are acting responsibly and providing sufficient transparency in their use of personal data.
- Adoption of AI by businesses threatens trust: Among a list of current and potential shifts in the business landscape, adoption of AI and evolving regulations were most likely to negatively impact consumer trust.
- Company size is more influential than sector: When it comes to sharing personal information, consumers are most willing to share with direct-to-consumer brands.
- Customers want brands to offer something in exchange for private information: Shoppers prefer perks related to convenience and cost, but preferences vary by demographic.
Data Downloads
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Methodology
Data featured in this report draws from a survey conducted May 16 - 18, 2025, among 2,208 U.S. adults. All survey interviews were conducted online, and the data was weighted to approximate populations of adults based on age, gender, race, educational attainment, region, gender by age and race by educational attainment. Top-line results from the survey have a margin of error of +/-2 percentage points.
About the author
Lindsey Roeschke is an analyst whose work focuses on behavior and expectations of consumers in the travel & hospitality and food & beverage categories, particularly through a generational and cultural lens. Prior to joining Morning Consult, she served as a director of consumer and culture analysis at Gartner. In addition to her research and advisory background, Lindsey has more than a decade of experience in the advertising world. She has lived and worked in seven cities across four continents.
