Marketers love AI, but consumers … not so much. That’s the broad takeaway from our review of nine recent reports on AI and marketing. Understanding the specifics of what and why consumers disagree is essential for marketers if they hope to connect with consumers.
The reports have different methodologies, so this can’t be an apples-to-apples comparison. Even so, it is clear that the differences must be considered when implementing any customer-facing AI. (Links to all the reports are at the end of this article.)
Consumers don’t trust AI
One of the most striking disagreements lies in the realm of trust.
Capgemini’s “Unleashing the Value of Customer Service” paints a picture of organizations embracing genAI and agentic AI. Likewise, Ascend2’s “The Evolution of AI in Marketing 2025” found marketers have high levels of trust in AI-driven insights (albeit often with human validation).
Consumers feel differently, to put it mildly. The ARF’s “Consumer Trust and Privacy Concerns in 2024” ranks AI technologies among the least trusted for safeguarding digital privacy. Likewise, in Omnisend’s “AI in Ecommerce: Trust, Privacy, and Consumer Perspectives,” 58% of consumers worry about how AI handles their data, and 39% have abandoned purchases due to frustrating AI interactions.
To be clear, consumers aren’t entirely opposed to AI interactions. Five9’s “2025 Customer Experience Report” found that 72% of consumers are open to AI-powered interactions if they can escalate to a human. However, trust is still a significant factor: 30% doubt AI accuracy and a negative chatbot experience can lead to future avoidance, especially among older generations.
Of course, there’s a consumer contradiction here. According to Capgemini, 60% of consumers are willing to pay more for AI-enhanced services.
This difference in trust levels is a critical factor that businesses must address to ensure successful AI implementation and maintain customer confidence.
The question of authenticity
Marketers and consumers are also divided about AI’s creative capabilities. SurveyMonkey’s “State of Marketing 2025” found that 46% of consumers dislike companies that use AI to generate content, and 43% are less likely to purchase from such a company.
B2B is AI positive
Business buyers are more pro-AI than consumers, likely because it makes product research easier and faster for them. SurveyMonkey’s “State of Marketing 2025” found that business buyers are 25% more likely to strongly agree that AI agents are helpful than consumers. Like business buyers, consumers are more comfortable interacting with AI earlier in the purchasing process, during the exploration phase, according to SurveyMonkey.
Bridging the divide for successful AI integration
These surveys illuminate the disconnect between marketers’ excitement about AI and what customers want, expect and trust. Closing this gap requires transparency, keeping data secure, ensuring easy access to human support when needed, and respecting how and where people prefer to interact.
Reports
- Capgemini: Customer service transformation (No registration required)
- ARF: 7th Annual (2024) Privacy Study (Membership required)
- Omnisend: AI in ecommerce (No registration required)
- Five9: 2025 Customer Experience Report (Registration required)
- SurveyMonkey: State of Marketing 2025 (No registration required)
- Ascend2 Ascend2’s “The Evolution of AI in Marketing 2025” (No registration required)
- NinjaCat AI and the Agency of the Future: Redefining Roles, Relationships, and Results (Registration required)
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