For marketing leaders, the merits of experimenting with AI to support campaigns are numerous. However, AI is not only changing the way we execute campaigns but the foundations of consumer relationships.

Edelman’s recent Trust Barometer Flash Poll, suggests that nonacceptance of AI outweighs enthusiasm, with 46% of UK respondents rejecting it and 71% of those who distrust AI feel it’s being ‘forced upon them’. Our own research into UK workers’ attitudes towards AI found that overwhelm persists even as optimism grows, with 61% still feeling unable to keep pace. Dependency on AI tools was the top concern, cited by 42% of respondents. PwC’s Trust in AI studies also show that many consumers are concerned about AI’s influence on their decisions while continuing to use AI-powered systems daily.

These findings are both a warning and an opportunity for marketers. Those organisations that actively cultivate trust through transparency, fairness and respect for autonomy will strengthen consumer relationships and gain long-term advantage. Those that don’t, will face disengagement, scrutiny and reputational harm.