Rising consumer scepticism around artificial intelligence is creating a new trust challenge for customer experience leaders, as brands accelerate adoption of generative AI across customer interactions.
Research from Gartner finds that 50% of consumers would prefer to do business with brands that do not use generative AI in customer-facing content, highlighting a growing tension between innovation and trust.
The findings point to a broader shift in consumer behaviour. Nearly seven in ten (68%) consumers say they frequently question whether the content they see is real, while 61% are increasingly doubtful about the reliability of information used in everyday decisions. This heightened scrutiny is reshaping expectations of customer service, where authenticity and transparency are becoming as important as speed and efficiency.
For contact centres, the implications could be significant. As AI-powered chatbots, automated responses and personalised messaging become more widespread, poorly implemented or opaque use of AI risks eroding customer confidence rather than improving experience.
Despite the potential of AI to streamline operations and enhance personalisation, consumers are not yet convinced of its value. The research suggests that adoption alone is not enough: customers must clearly see how AI benefits them.
Gartner analysts argue that trust must now sit at the heart of AI strategy. This includes making AI use transparent, giving customers the option to opt out, and focusing on assistive use cases that deliver immediate, tangible improvements to service.
The shift also places greater emphasis on verification and accountability. With only a minority of consumers relying on instinct to judge what is true, brands must provide clear evidence and consistency across interactions.
The report concludes that while AI may be central to the future of contact centres, without transparency and customer control, it risks undermining the very relationships it is designed to strengthen.
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