While marketers are rapidly embracing artificial intelligence to revolutionize their campaigns, consumers are growing increasingly wary about how their data is being used. This widening trust gap threatens to undermine the very personalization that marketers are working so hard to achieve.

A comprehensive new study by SAP Emarsys has uncovered a concerning paradox in the world of marketing technology: as AI adoption soars among professionals, consumer skepticism is reaching new heights. The research, which surveyed over 10,000 consumers and 1,250 marketers globally, paints a picture of an industry at a critical crossroads.

The AI Marketing Revolution

The numbers don’t lie, AI has firmly established itself as an essential tool in the modern marketer’s arsenal. An overwhelming 92% of marketing professionals now incorporate AI into their daily operations, transforming workflows and campaign management.

The benefits have been substantial:

• 71% report launching campaigns faster, saving over two hours per campaign
• 72% say AI has freed them to focus on more creative and strategic tasks
• 60% have witnessed increased customer engagement
• 58% report improved customer loyalty since implementing AI tools

These efficiency gains are allowing marketing teams to operate with greater agility while delivering more personalized experiences, a win-win in theory. But there’s a significant problem emerging on the consumer side.

The Growing Trust Deficit

Despite marketers’ enthusiasm, consumers are increasingly uncomfortable with how AI is handling their personal information:

• 63% of consumers globally don’t trust AI with their data, a substantial increase from 44% in previous findings
• 76% of UK shoppers specifically express uneasiness about AI using their information
• 40% of consumers feel brands don’t understand them as individuals, up from 25% just a year ago
• 60% find marketing emails they receive largely irrelevant to their needs

This growing skepticism creates a troubling paradox: as marketers invest more heavily in AI to deliver personalization, consumers are becoming less receptive to these very efforts. The technology designed to build stronger connections is, in many cases, eroding trust instead.

Understanding the Trust Gap

Several factors contribute to this disconnect. Consumers often lack visibility into how their data is being collected, processed, and protected. While marketers see AI as a tool for efficiency and personalization, many consumers perceive it as intrusive or potentially unsafe.

There’s also a fundamental misalignment in expectations. Marketers believe they’re delivering value through personalization, but consumers frequently experience this as irrelevant messaging that suggests brands don’t truly understand their needs or preferences. This perception gap indicates that AI implementations may be falling short of their promise to create truly meaningful, individualized experiences.

The Regulatory Response

Governments worldwide are responding to these consumer concerns with new regulatory frameworks. The EU AI Act, in particular, has had a significant impact on marketing practices:

• 37% of UK marketers have completely overhauled their AI approach in response to regulatory changes
• 44% report their use of AI technology has become more ethical
• However, 28% worry that overly rigid regulations could hamper creativity and innovation

This regulatory landscape creates both challenges and opportunities. While compliance requirements add complexity to AI implementations, they also provide a framework for building more trustworthy systems that could ultimately help bridge the consumer confidence gap.

Bridging the Divide

Sara Richter, CMO at SAP Emarsys, acknowledges the transformation underway: “AI marketing is now fully in motion: it has transitioned from the theoretical to the practical as marketers welcome AI into their strategies and test possibilities.”

Meanwhile, Dr. Stefan Wenzell, Chief Product Officer at SAP Emarsys, highlights the delicate balance required: “Regulation must strike a balance, protecting consumers without slowing innovation. At SAP Emarsys, we believe responsible AI is about building trust through clarity, relevance, and smart data use.”

For marketers to successfully navigate this evolving landscape, several approaches will be crucial:

• Transparency: Clearly communicating how consumer data is used and protected
• Value exchange: Ensuring personalization delivers genuine utility that justifies data collection
• Consumer control: Providing straightforward options for consumers to manage their data preferences
• Ethical frameworks: Developing internal guidelines that prioritize consumer trust alongside marketing objectives

The path forward requires marketers to recognize that responsible AI isn’t just about compliance, it’s a strategic imperative. Organizations that successfully balance technological innovation with ethical considerations will likely emerge as leaders in the next era of digital marketing.

The Future of AI Marketing

The challenge for the industry is clear: marketers must demonstrate genuine value to consumers while addressing growing privacy concerns if they want to maintain the personalized experiences they’re working to build. The success of AI in marketing ultimately depends not just on what the technology can do, but on whether consumers believe it’s being used in their best interest.

As we move forward, organizations that prioritize building trust alongside technological capability will be best positioned to realize the full potential of AI-powered marketing, creating experiences that are not only personalized but welcomed and valued by consumers.

What’s your experience with AI in marketing? Do you trust brands with your data, or are you among the growing number of skeptics? Share your thoughts in the comments below.

Footnotes

[1] Marketing AI boom faces crisis of consumer trust – Artificial Intelligence News