AI & trust reshape customer experience as stakes for brands rise

Organisations are reflecting on customer expectations and trust as World Customer Experience (CX) Day draws industry attention to the critical importance of seamless, secure and personal interactions in an evolving digital landscape.

Trust underpins all customer interactions, but recent data suggests a growing disconnect between brand intentions and consumer perceptions. Findings from the State of Customer Engagement Report by Twilio indicate that 90% of consumers trust at least some brands, yet only 15% express absolute trust when it comes to handing over their data.

Sam Richardson, Director of Executive Engagement for EMEA & APJ at Twilio, emphasised the necessity of trust at the centre of any CX strategy.

"Trust is the bedrock of customer experience, yet Twilio's latest State of Customer Engagement Report shows that while 90% of consumers trust at least some brands, only 15% 'absolutely' trust them with their data. This World CX Day is the moment for brands to evaluate their approach and strengthen that vital connection."

She stresses that the rise of artificial intelligence is dramatically reshaping interactions, powering new levels of personalisation. However, Richardson warns that technology alone is insufficient; personalisation must be paired with clarity, transparency and respect for individual preferences. The report highlights the high stakes for brands: 71% of consumers indicate that they would abandon a brand if the experience feels irrelevant.

Thales' 2025 Digital Trust Index also highlights a decline in consumer confidence in digital services. The index records that 82% of users have left a brand within the past year due to "clunky, insecure or intrusive experiences."

Simon McNally, a Cybersecurity Expert at Thales, describes a scenario in which customers are increasingly burdened with safeguarding their own data. "Nearly two-thirds (63%) of people believe brands force them to take responsibility for protecting their own data. From managing complex consent forms to resetting forgotten passwords, consumers are being asked to do the heavy lifting in the digital relationship."

Findings suggest consumers are not rejecting security, but demanding smarter, more invisible solutions. Three-quarters (75%) now expect passwordless login, 86% view multi-factor authentication as essential, and 64% say their trust would increase if businesses adopted biometric or passkey technologies. "The message for brands is blunt: every poor login, every excessive data grab, every glitch that makes people feel unsafe is a CX failure - and a trust failure," McNally stated.

Albert Nel, Senior Vice President and Regional Sales Leader Asia Pacific & Japan at Genesys, notes a shift from a service economy focused on efficiency to an experience economy where emotional intelligence and personalisation are prominent. "In an era shaped by AI, the most memorable customer experiences harness the power of 'and' - they are fast and human, automated and deeply personal," he said.

Nel believes organisations must rewire their "brain" with AI across the business to orchestrate experiences that drive faster decisions, smarter operations and better customer outcomes. He advocates for what Genesys terms "universal orchestration," combining productivity with empathy to power growth and loyalty.

Meanwhile, Martyn Riddle of Verint points towards changing preferences in how consumers interact with brands. The company's latest State of Customer Experience 2025 report reveals that just over half of customers believe businesses currently meet or surpass their expectations, while the remainder feel disappointed. The report highlights that nearly eight in ten customers would consider switching after a single poor experience.

"First, they want to deal with organisations on their own terms. More than seven in ten now prefer digital channels to phone calls, and that number climbs higher among younger consumers," Riddle explained. Customers prize speed and simplicity, with prompt access to information being a leading driver of satisfaction. Empathy is valued, but fast and straightforward service is what keeps customers returning.

AI is increasingly central to meeting these demands. Riddle observes that customers do not necessarily differentiate between interactions with bots and humans, so long as their needs are met efficiently. He points to practical outcomes, citing the example of UK transport and technology platform Trainline, which improved customer satisfaction by 30 percentage points, halved handling times, and doubled agent capacity after introducing a virtual assistant. "That's what 'AI outcomes' look like in practice: better experiences for customers and better results for the business," Riddle said.

The consensus among industry leaders is that technology should enhance, not replace, the human element in CX. AI-driven tools can automate repetitive and time-consuming tasks, freeing staff to focus on complex or sensitive matters that require personal attention. "It's a model where technology and people work side by side to deliver better outcomes for customers, and better results for the business," Riddle added.

As World CX Day highlights, brands face increasing intolerance for poor or inconsistent service. While AI and digital transformation continue at a rapid pace, experts advocate for a strategic implementation guided by customer-centric values, clarity, and a relentless focus on measurable improvement at every touchpoint.