59 % of consumers say they are uncomfortable at the idea that their data is used to train AI systemsaccording to a new report published by Usercentrics, leader in privacy technologies. However, it is not AI as such that worries consumers, but the lack of clarity concerning the use of their data. Rather than rejecting innovation, they demand more transparency and control.
According to the report State of Digital Trust 2025 (state of digital confidence in 2025), Based on the responses of 10,000 regular internet users in Europe and the United States, digital confidentiality is now an impose on a strategic imperative. “This is not a loss of confidence, but a redefinition of expectations,” said Adelina Peltea, marketing director at Usercentrics. “In the AI ​​era, offering real control to users on their data is not only a regulatory requirement: it is also an opportunity for brands to strengthen the loyalty of their customers,” she added.
Consumers want to keep their hands and remain vigilant
This awareness is already reflected in user behavior. Almost half of those questioned (46 %) say they accept cookies less often that three years ago. Moreover, 42 % say they are always reading or often consent banners Before sharing their data – a sign that digital culture evolves and consumers are ready to get involved, provided that the experience is transparent and respectful.
It is not a question of rejecting personalization or digital innovation, but of rethinking data as a relationship, and not as a simple transaction. Today, alone 23 % of consumers declare that they perfectly understand the use made of their databut they want to know more. Brands that manage to make confidentiality intelligible and accessible can thus transform a constraint perceived into a real competitive advantage.
Confidence cannot be decreed: it deserves, and varies according to the sectors
The report also highlights strong disparities of trust according to the activity sectors: Financial institutions (57 %) and public organizations (49 %) continue to display the highest levels of confidence in collecting and using data, a result which is partly attributable to a strict regulatory framework and their duty of responsibility. On the other hand, sectors such as social networks (28 %), the hotel industry (22 %) or the automobile (13 %) still have to travel a long way to return to consumer confidence.
Rather than seeing a threat, visionary marks can consider these figures as a real roadmap. When they are asked why they give more their confidence in certain organizations, those questioned highlight transparent communication, easy -to -understand confidentiality options and ethical use of data.
Shape the future of marketing based on confidentiality
The majority of users (62 %) have the feeling of having become “the product”. However, they do not turn their backs to digital: they simply expect more. Companies capable of meeting these expectations with clarity, empathy and experiences actually based on consent will impose themselves as the pioneers of the new digital paradigm.
“In the era of confidentiality, user experience cannot be dissociated from data ethics,” said Ms. Peltea. “Speed ​​counts, but responsibility is essential. Marketing professionals who make the transparency and confidence of the pillars of their strategy will not be content to cross this transformation: they will be the engines, “she added.
The full report on the state of digital confidence in 2025 is available on usercentrics.com.
Methodology
Le rapport The State of Digital Trust Report 2025 (State of digital confidence in 2025) is based on a study commissioned by usercentrics and conducted by Sapio Research to 10,000 consumers using the Internet more than once a month. The sample includes 2,500 people in the United States and Germany, 2,000 in the United Kingdom, as well as 1,000 in Spain, Italy and the Netherlands. The surveys were carried out in May 2025.
About usercentrics
USERCENTRICS is a world leader in data confidentiality management solutions and activated data activation. Our technologies allow companies to collect, manage and activate user consent on websites, mobile applications and connected television, in accordance with the regulations in force. Present in 195 countries, the usercentrics solution is integrated into more than 2.3 million sites and applications. It relies on a network of more than 5,400 partners and treats more than 7 billion user consents each month. To find out more, go to usercentrics.com.
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