Over half of UK consumers (57%) have little-to-no trust in brands to use AI responsibly, while 76% say they lack confidence in the data privacy of AI, a 41% drop since 2024.
That’s according to new research from SAP Emarsys, the leading omnichannel customer engagement platform, which includes insights from 2,000 UK consumers and 250 UK marketers.
The findings show a growing disconnect: marketers are going all-in on AI, but consumers aren’t convinced they’re getting value in return. As many as 87% of UK marketers now use AI, and 63% are increasing investment in AI this year, but just 19% of shoppers feel they receive enough value in return for their data.
Despite AI making shopping easier — a benefit recognised by 57% of UK AI-supportive consumers, trust continues to erode. With transparency still lacking, and many consumers unsure how or why their data is being used, British shoppers now rank as the least confident globally when it comes to data use.
Shoppers routinely share personal data, preferences, purchase history, and browsing behaviour, yet often receive repetitive and irrelevant messaging in return. The risk of a low value exchange? Without visible and valuable data activation, AI could become just another marketing tool that drives consumers away.
“We’re in a new kind of loyalty economy — driven by AI, but built on trust,” said Sara Richter, CMO at SAP Emarsys. “Many brands are now in what we call the Engagement Era – where speed and personalisation are expected, but it’s the value exchange that sets leaders apart. The real magic happens behind the scenes, when brands like Gibson use AI to better understand their customers and connect in a way that feels meaningful, not manipulative. That’s where SAP Emarsys helps, empowering marketers to build trust, deliver relevance, and earn lasting loyalty.
“We do this by helping brands personalise with purpose, act on data in real time, and cut through complexity. Most importantly, we make it easier to build loyalty through transparency and relevance, turning dark data into something useful, not just something collected.”
Case Study: Gibson Guitars:
The report features Gibson Guitars, a 130-year-old brand that successfully pivoted from legacy retail to a thriving D2C model using SAP Emarsys.
- +50% increase in email revenue
- Engagement rates doubled
- Automation-led revenue rose from 0% to over 40%
“We’re not selling t-shirts, we’re selling guitars,” said Sterling Doak, Head of Marketing at Gibson. “AI helps us personalise with purpose, without losing the soul of the brand.”
The full AI in Retail Report Global Report is available here.
