92% of Marketers Use AI, but Rising Consumer Distrust Highlights the Need for Ethical Personal Data Handling
Marketing professionals are increasingly leveraging artificial intelligence (AI) in their daily operations, transforming it from a buzzword into a practical workhorse. A survey conducted by SAP Emarsys, involving over 10,000 consumers and 1,250 marketers, reveals this trend.
The report indicates that businesses are reaping substantial benefits from AI implementation. Approximately 71% of marketers attest to the fact that AI helps them launch campaigns faster, saving an average of two hours per campaign, thereby freeing teams from repetitive tasks. This newfound efficiency has enabled 72% of marketers to focus on creative and strategic tasks.
The positive impact on the bottom line is evident: 60% of marketers report increased customer engagement, and 58% cite an increase in customer loyalty since adopting AI. However, consumers express dissatisfaction with the current state of personalization efforts. Despite heavy investment in AI-driven tailoring, 40% of consumers feel that brands fail to understand them as individuals, a significant jump from 25% in the previous year. Furthermore, 60% of consumers find marketing emails largely irrelevant.
The survey also reveals a growing mistrust among consumers regarding how their personal data is being handled for AI marketing purposes. Globaly, 63% of consumers don’t trust AI with their data, an increase from 44% in 2024. In the UK, this figure reaches 76%.
The deterioration in consumer trust comes at a time when new regulations are being implemented. One year after the introduction of the EU’s AI Act, over a third (37%) of UK marketers have revamped their approach to AI, with 44% stating that their use of the technology has become more ethical.
The report highlights a tension in the industry: striking a balance between responsibility and innovation. While the AI Act provides a clearer rulebook, over a quarter (28%) of marketing professionals express concern that stringent regulations may hinder creativity.
Dr Stefan Wenzell, Chief Product Officer at SAP Emarsys, emphasizes the need for regulation to protect consumers without hindering innovation. He believes responsible AI should be built on transparency, relevance, and intelligent data usage.
The message for retailers is clear: prove your worth. Consumers are willing to use AI when it offers genuine help. Over half of shoppers agree that AI makes shopping easier (55%) and faster (53%), assisting in product discovery, price comparison, and idea generation. However, this interest in helpful AI must be accompanied by a commitment to transparency and privacy.
Successful brands are focusing on people rather than just technology. Sterling Doak, Head of Marketing at iconic guitar maker Gibson, emphasizes the need for AI to support human creativity instead of merely automating tasks. Similarly, Australian retailer City Beach used AI marketing to retain customers by predicting and re-engaging those at risk of defection.
The common thread among these success stories is a focus on solving real problems for people. As retailers delve deeper into what SAP Emarsys calls the “Engagement Era,” the path forward becomes clearer. Despite increasing AI investment, marketers must bridge the gap between their efforts and consumer sentiment by offering genuine value, being transparent about data usage, and demonstrating that data sharing leads to a superior customer experience.
The AI revolution is underway, but for it to truly thrive, marketing professionals must always keep in mind the person on the other side of the screen.
