UK consumers appear increasingly concerned about how businesses are using their data, with considerable worries about their data being used to train AI models, according to a new report from Usercentrics, a data privacy solution provider.
As UK businesses race to adopt AI, new challenges are emerging regarding data privacy. According to its new report, ‘The State of Digital Trust‘, Usercentrics says that 73 per cent of UK consumers don’t fully understand how businesses use their data, while 58 per cent are concerned about their data being used to train AI.
These findings suggest that businesses that prioritise transparency stand to gain a competitive advantage, as consumers rank transparency over how data is collected and used as the number one driver to increase trust with brands, followed by strong security guarantees and the ability to control or limit data sharing.
Usercentrics says the new report, based on a survey of 10,000 frequent internet users across Europe and the USA, 2,000 of whom are based in the UK, paints a sobering picture of the state of digital trust in an AI-driven world.
Much of this erosion stems from a growing sense of commodification, with 61 per cent of consumers feeling as though they have ‘become the product’. As awareness grows, behaviour is shifting: 40 per cent say they click ‘accept all’ less often than they did three years ago, marking a change to a more cautious engagement with businesses at the first touchpoint.
Consumer trust in the balance
While banks (62 per cent) and public institutions (47 per cent) still enjoy relatively high levels of trust around data collection and usage, confidence collapses in sectors such as social media platforms (27 per cent), hospitality (22 per cent), and automotive (22 per cent).
Brits are also getting increasingly aware of their rights under data privacy regulation, but only 52 per cent trust regulators to protect them and hold companies accountable. Twenty per cent of consumers are, however, sceptical that regulators can, or will, hold companies accountable.
When consumers can feel like the product, brands that show their data practices, explaining how and why data is used, stand to build deeper trust and a more positive digital engagement.
“This isn’t a backlash, it’s a reset,” explains Adelina Peltea, CMO at Usercentrics.”For too long, user data privacy has been defined as a trade-off between growth and compliance. If privacy and consent aren’t placed at the heart of marketing strategies, especially as AI adoption accelerates, companies risk losing consumer trust entirely.
“In the AI-driven digital landscape, speed alone isn’t enough; accountability and a user-first approach are key. Privacy is set to define the next era of brand-consumer relationships, offering businesses a pivotal opportunity to differentiate themselves by delivering responsible, transparent, and privacy-first user experiences.”
