Are consumers finally cozying as much as AI? After years of research showing consumers dislike the technology, 57% now say they trust brands more when AI is an element of the experience, in response to Optimove’s “2025 AI Marketing Trust and Engagement Report.”
This challenges a typical concern amongst marketers — that revealing or emphasizing AI use would harm brand authenticity. But the study shows most consumers already assume AI is involved, and plenty of see it as an indication of efficiency and relevance.
According to the report, 87% of consumers consider they can tell when an organization is using AI. But somewhat than reacting with suspicion, most are receptive. Only 5% report strong distrust when AI is involved.
Show the way it improves the CX
So, somewhat than hiding AI, brands should give attention to using it in helpful, transparent ways — especially when it improves the shopper experience.
The report found that consumers see clear advantages in AI-powered interactions:
- 32% value AI when it saves them time.
- 28% say it proves the brand understands their needs.
This has a measurable impact on behavior. Nearly three in 4 consumers (73%) say they’ve made a purchase order based on an AI advice — and over half have done so more than once.
Dig deeper: Companies aren’t searching for storytellers. They’re searching for meaning.
Where trust breaks down
Despite the upside, marketers can still lose consumer trust — not because they use AI, but because they use it poorly.
Top concerns include:
- 34% worry about data privacy.
- 24% dislike overly personalized experiences.
- 18% say inaccurate recommendations damage the experience.
These pitfalls reflect what the report calls the “creepy zone” — when automation becomes intrusive, irrelevant or overly familiar. The solution isn’t less AI. It’s higher execution.
Avoiding that creepy zone requires recent skills. The report introduces the concept of the “positionless marketer” — someone who works across analytics, creative, and operations to make sure AI is used thoughtfully.
The rise of the “positionless marketer”
This includes:
- Keeping humans within the loop.
- Prioritizing transparency over secrecy.
- Giving customers more control over how data and automation are used.
In this model, AI becomes a tool for constructing trust, not a threat to it, so long as there may be transparency and guarantees of data safety.
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