Salesforce’s latest State of the AI Connected Customer report sheds light on a critical trust deficit between consumers and companies, further intensified by the rapid adoption of AI. The findings reveal that consumer trust in businesses is at its lowest point in eight years, with 63% of consumers emphasizing that AI advancements make trust more essential than ever. As AI agents become integral to customer engagement, the report underscores an opportunity for brands to rebuild trust and deliver value, especially during the holiday shopping season, where AI is expected to influence over $200 billion in global online sales.
AI: An Opportunity and Challenge for Brands
The rise of AI agents—intelligent software systems capable of autonomously addressing customer needs—is transforming how businesses interact with customers. These agents can streamline processes, from simplifying purchases to resolving return issues, delivering improved customer service while increasing efficiency. Salesforce’s research suggests that 43% of Gen Z consumers feel comfortable using AI agents for shopping, signaling a unique opportunity for brands to engage younger, tech-savvy demographics.
Arun Parameswaran, SVP & Managing Director, Sales and Distribution, Salesforce India, said, “Trust is the foundation of every customer relationship, and with the rise of AI agents, companies have an unprecedented opportunity to rebuild that trust at a time when consumers need it most. This research highlights the power of trusted AI in not only enhancing convenience and personalizing experiences but also in meeting customers’ heightened expectations for transparency and accountability. Salesforce’s Agentforce is a testament to this, enabling businesses to deploy AI agents that autonomously act across any function while maintaining trust and delivering transparency. As we enter a new era of intelligent customer engagement, brands that prioritize trust in their AI strategies will be best positioned to deliver impactful, lasting connections.”
Generational Differences in AI Adoption
While Gen Z appears enthusiastic about AI’s potential, the research highlights that millennials and Gen X in India are more willing to adopt AI agents to improve customer experiences. Over 50% of consumers across these groups prefer AI interactions for faster service and reduced friction in their shopping journeys. However, baby boomers exhibit less willingness, reflecting generational variations in comfort with AI adoption.
The study also reveals that consumers expect AI to enhance personalization, convenience, and consistency. For instance, 55% of Gen Z and 64% of millennials believe that AI raises the bar for customer experiences. Yet, transparency remains critical, with 68% of consumers wanting clarity when interacting with AI agents and 56% expecting a clear escalation path to human assistance.
Rebuilding Trust with Transparent AI
As businesses increasingly turn to AI to meet growing consumer expectations, trust is emerging as a decisive factor. Nearly half of the respondents expressed skepticism about AI’s impact, with many citing concerns about data misuse. The findings show that 51% of consumers believe companies are reckless with customer data, further emphasizing the need for clear, ethical AI practices.
T V Swaminathan, Global Chief Digital Officer, Tata Consumer Products, said, “At a time when consumer trust is more critical than ever, having AI agents that are both intuitive and trustworthy is a real game-changer for our business. We’ve seen firsthand how AI can simplify interactions and meet our customers’ expectations for speed and personalization. Salesforce’s commitment to transparent and reliable AI aligns perfectly with our focus on delivering exceptional experiences, especially in this digital era where there is eagerness to embrace technology that understands one’s needs.”
A Way Forward
Salesforce’s research highlights a critical crossroads for brands as they navigate the dual challenge of integrating AI and earning consumer trust. With 68% of consumers expecting consistent, frictionless interactions across departments, and 59% willing to engage with AI agents if their logic is transparent, the path forward is clear. Brands that prioritize transparency, data security, and user experience stand to gain not just customer loyalty but a competitive edge in an increasingly AI-driven marketplace.
The research, based on insights from over 15,000 global consumers, including 1,046 in India, provides a timely reminder of the importance of trust as businesses embrace intelligent customer engagement strategies in the AI era.
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