63% of consumers stress the importance of trust in AI, with $200 bln in sales expected this holiday season, as per Salesforce report

63% of consumers globally believe that advances in AI make trust even more important, according to Salesforce’s latest State of the AI Connected Customer report. In India, Millennials (57%) and Gen X (58%) are the most open to engaging with AI agents for customer service, surpassing Gen Z (51%) and Baby Boomers (42%). 

Consumer trust is at its lowest point in eight years, with 51% of respondents trusting companies less than they did a year ago. Over half believe businesses are careless with customer data, compounding skepticism. Despite these concerns, the role of AI in influencing consumer behavior is growing. Globally, more than $200 billion in online sales are expected to be driven by AI this holiday season, presenting a critical moment for brands to deploy AI responsibly.

AI agents, which operate without human intervention, are increasingly recognized for their potential to streamline customer interactions. The report indicates that 53% of consumers would prefer working with an AI agent to avoid repeating themselves, while 51%—including 52% of Millennials and 49% of Gen Z—favor AI for faster service. Additionally, 46% of consumers are willing to share personal information with AI agents if it leads to better anticipation of their needs, signaling cautious optimism about the technology’s potential.

However, the path to adoption is fraught with challenges. Transparency emerges as a central issue, with 68% of consumers wanting clear disclosure when interacting with AI agents. Furthermore, 56% are more likely to trust AI if there is an option to escalate issues to human support, and 59% want the underlying logic of AI decisions to be explained. These demands highlight the need for businesses to bridge the trust gap through open communication and robust safeguards.

The research also shows shifting expectations around customer experiences. Sixty-eight percent of consumers demand consistency in interactions across departments, while 62% prefer fewer touchpoints for completing tasks. Poor service experiences remain a significant risk, with 41% of consumers stating they would not make a repeat purchase after encountering inadequate customer support. Inconveniences such as clunky purchase or return processes deter 34% of consumers, underscoring the importance of seamless service.

“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.”Arun Parameswaran, SVP & Managing Director, Sales and Distribution, Salesforce India, said.

Generational differences are evident in the perception of AI’s role in improving customer service. Millennials (64%) and Gen Z (55%) are more likely than Baby Boomers (53%) to believe that AI raises the standard for customer experiences. Younger generations are also more receptive to AI-driven personalization, seeing it as a tool to meet their evolving needs.

Despite these promising trends, consumer attitudes toward AI remain mixed. While 41% of respondents express curiosity about AI’s potential, 27% feel suspicious, and 42% remain neutral about its impact on their personal and professional lives. These sentiments reveal a critical opportunity for brands to educate consumers on the benefits and limitations of AI.

The report highlights that while AI can transform customer experiences, its success depends on earning consumer trust. Businesses must prioritize transparency, ensure data security, and provide clear escalation paths to human support. By addressing these concerns, brands can leverage AI to not only enhance service but also foster long-term loyalty in an increasingly competitive marketplace.