Nearly two-thirds (59%) of consumers are uncomfortable with their data being used to train AI systems but rather than rejecting innovation, they simply want greater transparency and control over how their data is used.
So says Usercentrics’ State of Digital Trust 2025 report, which quizzed 10,000 consumers in the UK, the US and across mainland Europe, and reveals that digital privacy has become a strategic imperative.
This is already visible in user behaviour. Nearly half of respondents (46%) say they accept cookies less often than three years ago. Meanwhile, 42% read consent banners always or often before sharing their data, suggesting that digital literacy is rising and consumers are prepared to engage; when the experience is respectful and clear.
This is not a rejection of personalisation or digital innovation; it is a call to reimagine data as a relationship, not a transaction. Today, only 23% of consumers say they fully understand how their data is used but the appetite to learn is there. Brands that make privacy understandable and actionable can turn complexity into competitive advantage.
The report also reveals clear trust differentials across industries: financial (57%) and public institutions (49%) continue to score highest on trust when it comes to collecting and using customer data, thanks in part to rigorous regulation and public accountability. Meanwhile, sectors like social media (28%), hospitality (22%), and automotive (13%) face a steeper path to consumer confidence.
But rather than seeing these numbers as a threat, forward-thinking brands can view them as a roadmap, Usercentrics reckons. When asked why they trust certain organisations more, consumers cited clear communication, user-friendly privacy options, and ethical data usage.
One major issue is that the majority of consumers (62%) feel like they have “become the product”. However, they are not opting out of the digital world, they are demanding better.
Businesses that meet this moment with clarity, empathy, and consent-driven experiences will find themselves at the forefront of a new digital paradigm, the report claims.
Usercentrics CMO Adelina Peltea said: “We’re not witnessing a breakdown in trust, but a reset in expectations. In the age of AI, giving users real control over their data isn’t just about compliance – it’s how brands build loyalty.
“In the privacy-first era, user experience is inseparable from data ethics. Speed matters, but so does accountability. Marketers who embrace transparency and prioritise user trust won’t just survive this shift – they’ll lead it.”
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