Seventy-three percent of customers say companies treat them like an individual rather than a number — a staggering leap from 39% in 2023. At the same time, 71% of customers feel increasingly protective of their personal information.

Sixty-one percent of customers believe AI advancements, like generative AI and agents, make it even more important for companies to be trustworthy. However, currently 64% believe companies are reckless with customer data. Transparency is key to earning trust, particularly around AI agents: 72% of customers say it's important to know if they're communicating with an AI agent.

Customers are still forming opinions around the latest breakthrough in AI: AI agents. Comfort levels depend on the use-case. Nearly half of business buyers (46%) would work with an AI agent for faster service and 38% of customers are comfortable with agents creating personalized content while only 17% are comfortable with an agent making financial decisions for them.