The dizzying rise of AI in marketing is accompanied by an unprecedented consumer trust crisis. Companies, seduced by the efficiency of this technology, must navigate between innovation and customer concerns regarding the handling of their personal data. While the adoption of artificial intelligence promotes faster and more creative campaigns, a growing gap is emerging between brand expectations and consumer perceptions. The explosion of AI can only last if brands respect the transparency and confidentiality of data.
The rise of AI in marketing
The phenomenon of artificial intelligence (AI) in the marketing field has taken on remarkable proportions. A large majority of marketing professionals, 92%, now integrate this technology into their daily operations. This reflects a rapid transformation where AI is no longer just a simple concept but becomes a true working tool. According to a study conducted by SAP Emarsys, involving more than 10,000 consumers and 1,250 marketers, companies are seeing tangible benefits. However, this dynamic is met with growing consumer distrust, particularly concerning the management of their personal data.
The undeniable benefits of AI
The benefits of integrating AI into marketing campaigns are already visible. About 71% of marketers report a faster campaign launch, saving an average of more than two hours. This efficiency allows teams to be freed from repetitive tasks, enabling 72% of professionals to focus on more creative and strategic missions. The results are directly reflected in the field, with 60% of marketers noticing an increase in customer engagement and 58% observing higher loyalty.
A personalization gap
Despite these advances, consumer perception is quite different. A recent survey reveals a “personalization gap.” Nearly 40% of consumers feel that brands do not reflect their personal identity. This figure represents a significant increase from the 25% observed the previous year. Furthermore, 60% of individuals find that the marketing emails they receive are mostly irrelevant, highlighting the mismatch between marketing efforts and consumer expectations.
Trust crisis and data management
Trust is a major issue in the context of AI. No less than 63% of consumers worldwide do not trust the use of their data by AI, a marked increase from 44% in 2024. In the United Kingdom, this distrust is exacerbated, with 76% of shoppers expressing concern regarding their personal data. This erosion of trust coincides with the introduction of new regulations, with most marketers feeling compelled to adopt more ethical practices.
The need for accountability without sacrificing innovation
The need to maintain innovation while protecting consumers creates a palpable tension in the industry. More than a third of British marketers have profoundly re-evaluated their approach to AI since the implementation of the EU AI Act. However, one concern persists: 28% of marketing professionals fear that overly strict regulations may hinder their creativity. The responsible integration of AI must therefore occur within a framework of transparency, relevance, and good data management.
Towards a human-centered solution
Brands that succeed in leveraging AI do so by placing humans at the center of their strategy. Sterling Doak, marketing director at Gibson, emphasizes the importance of finding uses for AI that can encourage staff creativity. In this context, AI becomes a tool to aid human creativity rather than a mere automaton. This paradigm is shared by City Beach, an Australian retailer, which has used AI to win back customers. AI has helped identify potentially lost customers, resulting in a 48% return of those within three months through targeted campaigns.
Investment and the need to improve the user experience
As the sector enters what SAP Emarsys calls the “era of engagement,” the future appears to be taking shape with greater clarity. 64% of marketers plan to increase their investments in AI next year. The real challenge lies in the use of this technology. Successfully bridging the gap between company initiatives and customer perceptions requires significant effort, beyond superficial personalization, by delivering real added value.
The promise of transparent data sharing contributing to a better experience is essential. The AI revolution is manifesting, but it requires marketing professionals to keep the human behind each interaction in mind. Brands have the opportunity to prove their worth by using AI ethically and responsibly.
FAQ on the rise of AI in marketing and the consumer trust crisis
What are the main reasons for consumer distrust towards AI in marketing?
Consumers express concerns regarding the security of their personal data and how this information is used by companies. Additionally, a growing number of people feel that brands fail to understand their real needs despite investment in AI solutions.
How can companies regain consumer trust in the use of AI?
To regain trust, companies must ensure transparency in data usage, offer more relevant personalization based on real insights, and demonstrate that AI genuinely enhances the customer experience.
What role does regulation play in the use of AI by marketing professionals?
Regulations, such as the EU AI Act, aim to establish ethical standards for AI usage. This encourages marketers to adopt more responsible practices while innovating, but there is a concern that overly strict rules could stifle creativity.
Why do brand personalization efforts not meet consumer expectations?
Despite technological advances, some consumers still feel a gap between their expectations and what brands offer, often due to inadequate implementation of AI that fails to capture personal nuances.
What impact does the use of AI have on customer engagement?
Companies using AI report an increase in customer engagement, with higher interaction rates, as they are able to offer faster and more tailored experiences. However, this improvement is often countered by consumer distrust regarding data handling.
What is the importance of transparency in the relationship between AI and customers?
Transparency is crucial as it helps build trust. Consumers want to know how and why their data is used, and brands that communicate clearly about these aspects are more likely to cultivate lasting loyalty.
What practices should brands adopt to use AI ethically?
Brands should adopt practices that prioritize data privacy, use AI to solve real consumer problems, and ensure that their approaches are human-centered, integrating feedback to continuously improve.
What types of AI tools can help improve the customer experience?
AI tools such as personalized recommendation systems, chatbots for customer service, and platforms for analyzing shopping behavior can significantly enrich the customer experience by offering tailored and instant solutions.
How to measure the effectiveness of AI-based marketing campaigns?
Effectiveness can be measured through indicators such as consumer engagement rates, increased sales, return on investment (ROI) of campaigns, and customer feedback on their experience, allowing for adjustments based on concrete data.
What challenges do companies face in implementing AI in marketing?
The main challenges include securely managing personal data, aligning AI technologies with the practical needs of clients, and the necessity to train marketing teams in the effective use of these tools without compromising the human experience.
