Deloitte's 2025 "Connected Consumer" survey, conducted in Q2 2025 with 3,524 U.S. consumers weighted to Census data, reveals generative AI (GenAI) surging into mainstream use while amplifying privacy and security concerns. Over half of respondents (53%) report using or experimenting with GenAI, a sharp rise from prior years, with workplace adoption exploding fivefold from 6% in 2023 to 34% in 2025. Despite enthusiasm—42% of users cite a "very positive" life impact—82% worry about misuse (up from 74% in 2024), and 70% express data privacy fears when engaging digital services.
GenAI's positive reception—outpacing devices (36%) and apps (29%) in life impact—masks growing skepticism. Nearly three-quarters (74%) of familiar users say it erodes online trust, with 68% fearing scams via GenAI content. At work, while 53% anticipate it as a valuable assistant, "shadow AI" use signals policy gaps, potentially exposing firms to governance risks.
"GenAI is having an early internet-era moment — the excitement is real, and adoption is accelerating fast. It's driving massive momentum across the tech ecosystem. But as usage surges, consumer trust isn't keeping pace. Many consumers want intelligent, personalized experiences — but preferably from companies that protect their data and empower their choices. That's the new threshold for earning loyalty." — China Widener, vice chair and technology, media and telecommunications industry leader, Deloitte.
Despite 75% agreeing new features improve lives, 69% feel tech innovates too quickly without risk mitigation. Only 20% find data collection transparent, and 27% trust protection highly. Fears span hackers (71%) and companies (64%), with low willingness to share sensitive data (financial, biometric) for perks—over half decline even for better experiences.
Responsible innovation yields dividends: Trusted innovators see 62% higher device spending and 26% more on services vs. laggards. Among innovators, data-responsible firms enjoy 25% uplift and fourfold trust. "Trust isn't just a value — it's a powerful growth engine. While consumers are naturally drawn to innovation, they deepen their engagement and loyalty with companies that prioritize responsible data stewardship." — Steve Fineberg, vice chair and U.S. technology sector leader, Deloitte.
Deloitte's survey, segmented by generations (Gen Z to Matures), underscores GenAI's transformative potential tempered by ethical imperatives. As adoption accelerates, tech firms must balance speed with stewardship to sustain loyalty and growth in a privacy-conscious era.
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