Salesforce Research Highlights Rising Stakes for Trust in the AI Era

Salesforce’s latest State of the AI Connected Customer research reveals a trust crisis among consumers and highlights how AI is reshaping customer expectations. With 60% of consumers believing advances in AI make trust even more essential, businesses face mounting pressure to deliver trustworthy AI experiences. The stakes are especially high as AI agents gain traction, presenting an opportunity for brands to rebuild trust and drive engagement this holiday season—particularly among Gen Z, with nearly a third open to having AI shop on their behalf.

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Why It Matters

As the holiday shopping season approaches, brands face the dual challenge of declining consumer trust and evolving expectations. With AI projected to influence more than 0 billion in global online sales this season, getting AI right is critical. AI agents—intelligent software capable of handling customer inquiries autonomously—can boost margins and enhance customer service by addressing issues like clunky purchasing and return processes. However, trust in these agents hinges on transparency and robust data practices.

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Key Insights from the Research

Trust Is at an All-Time Low

• 72% of consumers trust companies less than they did last year.
• 65% feel companies mishandle customer data.

High Expectations for Seamless Experiences

• 69% of consumers expect consistent interactions across all departments.
• Nearly 60% prefer fewer touchpoints to complete tasks or get information.

Customer service remains a critical loyalty driver:

• 43% of consumers avoid repeat purchases due to poor service.
• More than a third cite inconvenience, such as difficult returns, as a reason to abandon brands.

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Younger Consumers Are Most Open to AI Agents

Generations Z and millennials lead the charge in embracing AI agents for improved shopping experiences:

• 43% believe AI elevates customer experiences compared to 32% of boomers.
• 37% of Gen Z and millennials would choose AI over humans for faster service.

However, transparency remains vital:

• 75% of consumers want to know when they’re interacting with AI.
• 45% are more likely to use AI if escalation paths are clear.
• 44% prefer AI logic to be explained upfront.

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Building Confidence in AI Agents

The research underscores a mixed consumer sentiment toward AI, marked by curiosity (41%) and suspicion (44%). This presents an opportunity for brands to demystify AI’s benefits:

• Over one-third would work with an AI agent to avoid repeating themselves.
• A quarter of consumers would share personal data with AI to improve personalization.

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Expert Perspectives

Salesforce View:
“Retailers face fierce competition this season as they aim to drive higher margins and meet rising customer expectations. AI agents enable consistent, personalized experiences across channels, fostering loyalty and boosting sales.”
— Michael Affronti, SVP & GM, Commerce Cloud, Salesforce

Customer Experience at Saks:
“Agentforce has unlocked new potential for enhancing luxury shopping. By automating routine tasks like order tracking, our teams can focus on high-touch, personalized interactions. We’re excited to see how AI continues to elevate our service.”
— Mike Hite, CTO, Saks Global

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