A new Optimove report shows rising consumer trust in AI-driven experiences, with most shoppers valuing speed and relevance when technology is used well.
Are consumers finally warming to artificial intelligence? After years of surveys suggesting skepticism, a new report indicates attitudes are shifting.
According to Optimove’s 2025 AI Marketing Trust and Engagement Report, 57 percent of consumers now say they trust brands more when AI is part of the experience. The finding challenges a long-held assumption among marketers that openly using AI could damage brand authenticity.
In fact, the study suggests many customers already expect AI to be involved. Eighty-seven percent believe they can recognize when a company is using the technology—and most do not view that as a negative. Only 5 percent reported strong distrust when AI plays a role.
When AI Improves the Experience, Trust Rises
Rather than hiding their use of AI, brands may benefit from showing how it enhances customer interactions. The research found that consumers respond positively when the technology delivers tangible value.
- 32 percent appreciate AI when it saves them time.
- 28 percent say it signals that a brand understands their needs.
Those perceptions translate into action. Nearly three-quarters of respondents—73 percent—said they have made a purchase based on an AI-generated recommendation, and more than half have done so multiple times.
The message for marketers is clear: AI earns trust when it feels helpful, efficient, and relevant.
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Where Trust Can Falter
The report also highlights risks. Consumers do not object to AI itself, but they do object to poor execution.
Among the top concerns:
- 34 percent worry about data privacy.
- 24 percent dislike experiences that feel overly personalized.
- 18 percent are frustrated by inaccurate recommendations.
These issues create what the report calls the “creepy zone,” where automation becomes intrusive, irrelevant, or too familiar. The solution, Optimove argues, is not to scale back AI but to use it more thoughtfully.
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A New Kind of Marketer
Avoiding missteps will require new skills and a more integrated approach to technology. The report describes the emergence of the “positionless marketer”—a professional who bridges analytics, creative strategy, and operations to ensure AI is deployed responsibly.
Key principles include:
- Keeping human oversight in the decision-making process
- Being transparent about how AI is used
- Giving customers greater control over their data and preferences
When those elements are in place, AI can strengthen relationships rather than undermine them.
The broader takeaway: consumers are not afraid of artificial intelligence. They simply want it to be useful, respectful, and transparent. Brands that get that balance right stand to gain a powerful new ally in earning loyalty.
