More than half of UK consumers (57%) say they don’t trust brands to use AI responsibly. A staggering 76% also admit they have little confidence in how their personal data is handled — marking a 41% drop in trust since 2024.
These insights come from new research by SAP Emarsys, which surveyed 2,000 UK consumers and 250 marketers. The findings reveal a growing disconnect: while 87% of marketers now use AI and 63% plan to increase investment this year, only 19% of consumers feel they get enough value for the data they share.
AI Convenience Isn’t Enough
AI can make shopping easier — 57% of AI-supportive shoppers recognise its benefits — but transparency is still missing. Many consumers don’t know how their data is being used, which has made UK shoppers the least confident globally when it comes to data privacy.
Customers hand over data every day, from purchase history to browsing habits, yet they’re often bombarded with repetitive and irrelevant messages. The report warns that unless brands show clear value in return, AI could become just another tool that drives people away rather than building loyalty.
“The Engagement Era”
“We’re in a new kind of loyalty economy — driven by AI, but built on trust,” said Sara Richter, CMO at SAP Emarsys. “We call this the Engagement Era — where speed and personalisation are expected, but real success comes from meaningful value exchange.
“The real magic happens when brands like Gibson use AI to better understand customers and connect in ways that feel authentic, not manipulative. SAP Emarsys helps marketers personalise with purpose, act on data in real time, and cut through complexity to build lasting loyalty.”
Gibson Guitars: Personalisation With Purpose
The report spotlights Gibson Guitars — a 130-year-old brand that has successfully transitioned from traditional retail to a thriving direct-to-consumer (D2C) business with SAP Emarsys.
The results of its AI-led approach are striking:
- Email revenue rose by more than 50%.
- Engagement rates doubled.
- Automation-driven revenue grew from 0% to over 40%.
“We’re not selling t-shirts, we’re selling guitars,” said Sterling Doak, Head of Marketing at Gibson. “AI allows us to personalise with purpose — without losing the soul of our brand.”
Why Trust Matters in AI Marketing
The findings highlight a simple truth: AI can power personalisation, but it’s trust that keeps customers loyal. If brands want to avoid eroding relationships, they need to be transparent about how data is used, and deliver real, visible value to the people they serve.