The rise of AI in marketing has been rapid, with 92% of marketers now using it daily. But while adoption soars, trust from consumers is sliding fast, and that growing divide is threatening to undo the very personalization strategies AI is built to deliver.
Marketers love AI, but consumers aren’t convinced
According to new data from SAP Emarsys, marketers are seeing strong results from AI. The tech is saving time, boosting creativity, and improving key performance metrics:
- 71% say AI helps them launch campaigns faster
- 72% spend more time on strategy and creativity
- 60% report improved customer engagement
- 58% say loyalty is on the rise
But the people on the receiving end don’t feel the impact.
Personalization isn’t personal anymore
Despite the surge in AI-powered personalization, 40% of consumers feel brands don’t understand them, up from just 25% last year. And 60% of shoppers say marketing emails are irrelevant.
What’s worse is the rising discomfort around data use. 63% of global consumers no longer trust AI with their personal data, a massive leap from 44% in 2024. In the UK, distrust is even higher, hitting 76%.
Regulation brings structure, but adds friction
The fallout comes as governments move to regulate AI. A year into the EU’s AI Act, 37% of UK marketers have already changed their approach, and 44% say their AI use is now more ethical.
Even so, 28% worry new rules could smother innovation, highlighting the ongoing tension between creativity and compliance.
Successful brands are solving real problems, not just automating
Some marketers are finding the right balance. For example:
- Gibson Guitars uses AI to support creative staff, not replace them
- City Beach, an Australian retailer, uses AI to predict customer churn and win shoppers back with personalized outreach, bringing back 48% of lost customers within three months
- Over half of consumers say AI helps them shop faster (53%) and more easily (55%), when used effectively
These brands focus less on gimmicks and more on value.
AI marketing has to rebuild trust, or lose its edge
Dr. Stefan Wenzell, CPO at SAP Emarsys, sums it up: “Responsible AI is about building trust through clarity, relevance, and smart data use.”
Consumers are open to AI, but they need transparency. They need to know why their data is being used and how it benefits them. Without that clarity, even the smartest campaigns will miss the mark.
The AI era in marketing isn’t slowing, but it is shifting
64% of marketers plan to increase AI spending next year, but success won’t come from more automation. It’ll come from showing customers that personalization isn’t just about targeting, it’s about understanding.
The AI tools are in place. Now, the challenge is making sure the people behind them remember who they’re talking to.
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