Building Trust in AI-Driven Consumer Behavior and Ecommerce

AI's Impact on Consumer Behavior and Trust

AI is rapidly changing consumer behavior, and marketers need to understand these shifts to maintain customer trust. A recent report by Jacob Bourne highlights how AI adoption is outpacing societal adaptation, creating both risks and opportunities for brands.

Key findings include:

• Younger generations are leading the charge in genAI usage, with Gen Alpha expected to surpass baby boomers by 2027.
• This rapid adoption necessitates that brands navigate new risks and opportunities in AI-powered content.
• Marketers need to respond as consumers' rapid AI adoption reshapes trust, habits, and decision-making.

Image courtesy of eMarketer

Consumer Trust in the Age of AI

Deloitte's 2025 Connected Consumer Survey indicates that consumers are embracing gen AI but are also concerned about privacy and security. The survey of 3,500 US consumers in June 2025 reveals that while consumers are adopting AI, they feel technology is advancing too quickly without sufficient safeguards or transparency.

Key findings:

• 53% of consumers are either experimenting with or regularly using gen AI, up from 38% in 2024.
• 42% of regular gen AI users report a "very positive" effect on their lives.
• 51% of gen AI users use it every day, and 38% use it at least once a week, making it a routine digital activity.
• 65% of users engage with gen AI through standalone applications, and 60% use tool-specific websites.

!GenAI use by consumers

Concerns About AI Accuracy and Misuse

Despite the positive perception, concerns about AI's accuracy, privacy, and potential misuse are growing.

Key concerns:

• 82% of gen AI users and experimenters believe the technology could be misused, up from 74% last year.
• 74% fear it could erode critical thinking skills.
• One-third of users have encountered incorrect or misleading information.
• 24% have experienced data privacy issues.

To address these concerns, 53% of users verify gen AI outputs independently through trusted sources or cross-referencing.

The Call for Responsible Innovation

Consumers are asking tech providers to deliver innovation with care, emphasizing transparency, control, and security.

Key points:

• Consumers using gen AI-embedded apps (61%), gen AI-enabled devices (74%), and regular gen AI users (73%) rate their providers as highly innovative.
• 77% feel tech companies prioritize competition over solving real user problems.
• 69% believe innovation is happening too quickly without enough risk mitigation.
• 70% are worried about data privacy and security, up from 60% in the past year.
• Nearly half (47%) of consumers have experienced a digital security failure in the past year.

Strategies for Building Trust in AI

To build customer trust in AI for e-commerce, a positive experience is crucial.

Key strategies:

1. Trust First, AI Second: Build a solid foundation of trust before implementing AI.
   • Provide easy-to-find support details.
   • Use an in-house customer support team before using chatbots.
   • Ensure quick response times and a clear return policy.
   • Avoid asking for unnecessary personal data and use data responsibly.
2. Seamless AI Integration: Ensure high-quality data for accurate predictions.
   • Start small and focus on areas where AI can have the biggest impact.
3. Transparency: Be transparent about AI usage and capabilities.
   • Deloitte’s data shows that highly transparent brands are twice as likely to be promoted on social media.
4. Education: Educate customers about the goals of AI integration.
   • Highlight the role humans play in AI integration.