Are consumers finally cozying up to AI? After years of research showing consumers dislike the technology, 57% now say they trust brands more when AI is part of the experience, according to Optimove’s “2025 AI Marketing Trust and Engagement Report.”
This challenges a common concern among marketers — that revealing or emphasizing AI use would harm brand authenticity. But the study shows most consumers already assume AI is involved, and many see it as a sign of efficiency and relevance.
According to the report, 87% of consumers believe they can tell when a company is using AI. But rather than reacting with suspicion, most are receptive. Only 5% report strong distrust when AI is involved.
Show how it improves the CX
So, rather than hiding AI, brands should focus on using it in helpful, transparent ways — especially when it improves the customer experience.
The report found that consumers see clear benefits in AI-powered interactions:
- 32% value AI when it saves them time.
- 28% say it proves the brand understands their needs.
This has a measurable impact on behavior. Nearly three in four consumers (73%) say they’ve made a purchase based on an AI recommendation — and over half have done so more than once.
Dig deeper: Companies aren’t looking for storytellers. They’re looking for meaning.
Where trust breaks down
Despite the upside, marketers can still lose consumer trust — not because they use AI, but because they use it poorly.
Top concerns include:
- 34% worry about data privacy.
- 24% dislike overly personalized experiences.
- 18% say inaccurate recommendations damage the experience.
These pitfalls reflect what the report calls the “creepy zone” — when automation becomes intrusive, irrelevant or overly familiar. The solution isn’t less AI. It’s better execution.
Avoiding that creepy zone requires new skills. The report introduces the idea of the “positionless marketer” — someone who works across analytics, creative, and operations to ensure AI is used thoughtfully.
The rise of the “positionless marketer”
This includes:
- Keeping humans in the loop.
- Prioritizing transparency over secrecy.
- Giving customers more control over how data and automation are used.
In this model, AI becomes a tool for building trust, not a threat to it, as long as there is transparency and guarantees of data safety.
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