AI in 2026
Why it’s the next make-or-break moment for consumer trust
AI promises smarter personalization and stronger performance in 2026 – but the paradox marketers face is that it could derail consumer trust and limit brand growth unless marketers prioritize transparency.
This year, the real brand differentiator will be whether marketers can explain how AI makes decisions about targeting, recommendations and messaging – and why customer data is involved at all. Because the more AI relies on data to perform, the more consumers want visibility into how that data is collected, used and shared.
That’s why, over the next 12 months, as AI agents become embedded in everyday choices, brands face a defining challenge: can they scale performance without losing transparency?
AI moves from assistive to decisive
That tension was a key narrative running through The Drum’s conversations with marketing leaders at CES 2026 – from Mastercard’s Nili Klenoff to Lenovo’s Emily Ketchen. The consensus is that AI will mediate more daily decisions than any technology before it.
From shopping and financial planning to health recommendations, AI systems are pulling in unprecedented volumes of personal, behavioral and contextual data. With this comes a new reality at the heart of digital growth: AI thrives on intimacy, while trust depends on transparency.
And consumers are paying attention.
2026 is a make or break moment for AI and consumer trust.
Usercentrics research shows that Gen Z is the most comfortable generation when it comes to AI – but only up to a point. Comfort doesn’t equal blind trust.
21% of Gen Z say they feel comfortable with AI being trained on their personal data (the highest of any generation). But the majority still express concerns around hallucinations, mental health impacts and opaque data use.
So what will define consumer trust in the age of AI? Three predictions stand out.
01
Delight drives data
Experts agree that, as AI agents accelerate in 2026, they’ll fundamentally reshape how people shop and how brands collect and share data. From personalized shopping to health consultations and investment advice, consumers will trade their data for speed and convenience, sharing more high-risk, personal data than ever.
Consumers won’t just ask what their agent is buying, but why. Is it the best choice, or the best-optimized choice?
And, as consumers shift from traditional search to conversational AI, brands will need to deliver what AI interfaces alone can’t – fun, interactive and emotionally engaging digital experiences. Quizzes, configurators, calculators and zero-party data tools give users a reason to explore – and a clear choice about what they share.
“Companies must rethink their websites not as static information hubs, but as engagement engines, because in 2026, delight drives data...”
Tilman Harmeling, senior data privacy expert, Usercentrics
02
The privacy paradox
People will increasingly feed the AI data machine – but they don’t necessarily trust it. They understand that ‘free’ AI tools come at the hidden cost of their data privacy, and they’re uneasy when they’re kept in the dark.
of consumers say transparency on data use is the number one driver of brand trust
Source: The State of Digital Trust report.
of consumers don’t fully understand how their data is collected or used
Source: The State of Digital Trust report.
of marketers say consumer trust is highly important to their marketing strategy
Source: Privacy as Growth Lever report
of consumers say transparency on data use is the number one driver of brand trust
Source: The State of Digital Trust report.
of consumers don’t fully understand how their data is collected or used
Source: The State of Digital Trust report.
say consumer trust is highly important to their marketing strategy
Source: Privacy as Growth Lever report
of marketers admit that they don’t explain how data is used
Source: Privacy as Growth Lever report
03
Privacy as a growth driver
That’s why successful brands will increasingly see privacy not just as a compliance exercise, but as a core pillar of brand identity. And they’re already seeing their strategic investment pay off.
of companies report improved performance after adopting privacy-led practices
Source: Usercentrics research
of marketers expect privacy to become a core competitive pillar within two years
Source: Usercentrics research
of companies report improved performance after adopting privacy-led practices
Source: Usercentrics research
of marketers expect privacy to become a core competitive pillar within two years
Source: Usercentrics research
In practice, that means embedding transparency into every interaction – from AI training disclosures to consent and preference management that follows users across channels and systems. Brands will need consent frameworks that are dynamic, auditable and built directly into AI workflows.
“The most successful brands will treat data not as a commodity but as a covenant – communicating openly about how it's collected, used and protected. As AI agents become more autonomous and data-hungry, successful companies will combine performance-driven tactics with Privacy-Led Marketing – treating respect for user boundaries as a catalyst for sustainable, high-quality engagement.”
Privacy is the clearest signal of integrity
The challenge for brands is to make privacy feel intuitive, not invisible – to ensure that their customers feel both in control and effortlessly served. Here are three key principles for marketers to get ahead:
Design for data privacy
Treat privacy as a core marketing principle, not just a compliance checkbox. Make privacy understandable: use plain language, brand tone and thoughtful UX so consent and preferences travel with the customer – even into AI-driven interactions.
Make the value exchange obvious
People are more willing to share their data when they clearly see the benefit. Use preference centers as a brand engagement space – personalize content and show tangible outcomes of consent.
Quantify the impact of privacy-first practices
Track consent rates, preference engagement, drop-off points and opt-ins alongside traditional KPIs. Privacy is becoming a signal of brand health – and boards are starting to notice.
Ultimately, in an era defined by automation, algorithmic opacity and hyper-personalization, privacy is the clearest signal of integrity. The brands that win this year won't just meet standards; they will set them, proving that the safest experiences are also the most compelling.
For marketers, the question isn’t whether AI will accelerate. It’s whether trust can keep up.