Usercentrics’ State of Digital Trust 2025 report, based on insights from 10,000 frequent internet users across Europe and the United States, reveals growing consumer concerns over data privacy, particularly with AI applications. As 59% of consumers express discomfort with their data being used to train AI systems, the report underscores transparency and control as critical drivers for building trust in a privacy-first digital landscape.
59% of consumers are uneasy about data use in AI training.
62% feel they have "become the product" in digital interactions.
46% accept cookies less often, reflecting rising digital literacy.
Financial (57%) and public institutions (49%) lead in trust.
Social media (28%) and automotive (13%) lag in consumer confidence.
Transparency and user-friendly privacy options boost trust.
The report highlights a shift in user behavior, with 46% of respondents accepting cookies less frequently than three years ago and 42% regularly reviewing consent banners before sharing data. This indicates growing digital literacy and a demand for clear, respectful data practices. Only 23% of consumers fully understand how their data is used, yet their willingness to engage suggests brands can gain a competitive edge by prioritizing transparent, consent-driven experiences.
Financial institutions (57%) and public institutions (49%) enjoy higher trust due to stringent regulations and accountability, while social media (28%), hospitality (22%), and automotive (13%) struggle to gain consumer confidence. The report suggests that clear communication and ethical data practices can help brands in lower-trust sectors bridge this gap, turning privacy challenges into opportunities for loyalty and engagement.
With 62% of consumers feeling like they’ve “become the product,” the report emphasizes that users are not rejecting digital innovation but demanding better practices. Businesses that prioritize clarity, empathy, and user control can redefine data as a relationship, not a transaction. “We’re not witnessing a breakdown in trust, but a reset in expectations,” said Adelina Peltea, CMO at Usercentrics. “In the age of AI, giving users real control over their data isn’t just about compliance - it’s how brands build loyalty.”
“In the privacy-first era, user experience is inseparable from data ethics,” Peltea added. “Speed matters, but so does accountability. Marketers who embrace transparency and prioritize user trust won’t just survive this shift - they’ll lead it.” By adopting privacy-led marketing strategies, brands can meet evolving consumer expectations, fostering trust and driving sustainable growth in an AI-driven world.
Usercentrics is a global market leader in solutions for data privacy and activation of consented data. Our technology solutions enable customers to manage user consent for websites, apps and CTV. Helping clients achieve privacy compliance, Usercentrics is active in 195 countries on more than 2.3 million websites and apps. We have over 5,400 partners and handle more than 7 billion monthly user consents.
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