For any company, no matter its size, there is always work to be done. That’s why it’s important to monitor your customer base, understand your consumers, and ultimately deliver products and services that match their expectations.
Salesforce has published its latest research focused on AI and it’s not delivering the best news: State of the AI Connected Customer finds that consumer trust is currently at a record low. However, the research also suggests that with the help of AI — especially agentic AI — this trend may be changing.
Trust on the Decline
The main takeaway from the report is that consumer trust in companies is declining. According to a survey of 15,015 consumers, 72% reported that they trust companies less than they did a year ago. In the context of the AI boom, 60% of respondents indicated that advances in AI make it increasingly important for companies to be trustworthy.
One significant reason for this lack of trust is the misuse of data. A substantial 65% of those surveyed believe companies are careless with customer data.
The survey also investigated other factors that might lead consumers to abandon a brand. The primary reason cited was high prices; however, 43% of consumers mentioned that poor customer service would deter them from continuing their purchases with a particular brand.
Agents Filling a Void?
The report found that when AI agents are deployed transparently, they can help address trust issues and overcome various obstacles that lead to a lack of consumer interest and loyalty to a brand.
Gen Z and millennial consumers are the most willing to engage with AI agents. More than a third of consumers said they would prefer working with an AI agent over a human to avoid having to repeat themselves. Additionally, 30% would choose an AI agent for faster service, and a quarter of those surveyed would be willing to share personal data with an AI agent — if they were confident this step enhanced the agent’s ability to predict their needs.
However, establishing trust is crucial, and transparency is the first step in building that trust. Almost 75% of those surveyed indicated they would want to be informed if they were communicating with an AI agent. Furthermore, 45% stated they would be more likely to use an AI agent if there was a clear escalation path available, and 44% would be more inclined to use “agentic” AI if its logic was explicitly explained.
“AI agents can help brands deliver consistent, personalized experiences for shoppers across every channel — deepening customer loyalty and ultimately driving more sales,” said Michael Affronti, SVP and general manager of Commerce Cloud, Salesforce.
Closing Thoughts
The skeptic in me views the argument for AI as a solution to the lack of customer trust with caution. Aren’t we still discussing how to build confidence in AI and establish secure governance frameworks?
Yet, the results from the Salesforce report are clear: Consumers have high expectations from the companies they engage with, whether it concerns trust, customer service, or fair pricing. As shown, younger consumers already view AI as the best way to meet the demands of today’s market.
Salesforce has developed an AI solution that promotes transparency, creating a trusted AI experience that fosters a reliable consumer journey. However, it’s important to focus on the strength of the safeguards in place to ensure that AI agents do not misuse user data.
It’s important to read the room regarding how, when, and to what extent consumers will engage with AI agents. To move beyond the theoretical stage, Salesforce needs to build on and actively promote the security protocols in place to enable its AI agents to earn the trust they inspire.
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