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Salesforce study reveals AI Agents as key to winning back Consumer Trust

AI agents offer brands a chance to rebuild consumer trust through transparency and personalisation as Salesforce reveals trust at a record low in its latest study.

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Salesforce's State of the AI Connected Customer report has highlighted declining consumer trust in companies and an increasing reliance on Artificial Intelligence (AI) in customer interactions. The research shows that 63% of global consumers believe advancements in AI heighten the need for trust in technology, with India showing significant openness to AI-driven customer service. 

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 Trust in AI Agents 

In India, Millennials (57%) and Gen Xers (58%) show greater readiness for AI-driven customer experiences than Gen Zers (51%) and Baby Boomers (42%). Across all age groups, 64% of Millennials and 55% of Gen Zers feel that AI elevates expectations for customer experiences. However, consumer scepticism persists, with 42% remaining neutral and 27% expressing suspicion about AI’s broader impact. 

Salesforce’s research identifies transparency as the critical factor for trust-building in AI interactions. Over 68% of consumers want to be informed when interacting with an AI agent, while 56% prefer AI with a clear escalation path, and 59% trust agents more when their logic is explained. 

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 Challenges and Opportunities 

The findings reveal consumer dissatisfaction with existing experiences, with 51% of consumers feeling companies mishandle data and trust levels dropping to their lowest in eight years. Yet, 53% would choose AI over human interactions to avoid repetition, and 46% would share personal data with AI for better service. 

Transparency is key to overcoming this trust gap. Arun Parameswaran, SVP at Salesforce India, stated, “Companies have an opportunity to rebuild trust with intelligent AI agents that prioritise transparency and accountability.” 

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 AI as a Holiday Game-Changer 

Salesforce predicts AI will influence over USD 200 billion in global online holiday sales, making it vital for brands to deploy reliable AI agents. Gen Zers, in particular, see potential in AI, with 43% comfortable having AI agents shop for them. The study also notes that clunky purchase and return processes deter consumers, with 34% switching brands due to inconvenience. 

 Expert Insights 

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T V Swaminathan, Tata Consumer Products’ Chief Digital Officer, highlighted the role of trustworthy AI, saying, “AI simplifies interactions and meets expectations for speed and personalisation.” 

The findings emphasise the importance of trust, transparency, and proactive AI deployment to restore consumer confidence. Salesforce suggests that brands adopting AI strategically will strengthen relationships and foster long-term loyalty. 

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