By Vicky Sidler | Published 12 September 2025 at 12:00 GMT+2

If it feels like everyone’s using AI in their marketing, it’s because they are. But while marketers are sending out smarter campaigns faster than ever, consumers are backing away slowly, clutching their data like a toddler protecting snacks.

According to SAP Emarsys, 92 percent of marketers now use AI tools daily. It’s no longer futuristic. It’s Tuesday morning. And it’s efficient. Marketers are saving time, increasing engagement, and patting themselves on the back. Meanwhile, shoppers are muttering, “Do you even know me?”

That tension is more than a vibe. It’s a measurable trust gap.

TL;DR

• 92 percent of marketers use AI in daily operations

• 63 percent of consumers do not trust AI with their personal data

• 60 percent say marketing emails are mostly irrelevant

• Marketers love AI for speed and engagement

• Customers want relevance, privacy, and transparency

• Closing the gap means focusing less on data tricks and more on human value

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Table of Contents:

AI Helps Marketers Work Smarter—But Not Always Better:

According to SAP Emarsys’ report, AI is now fully embedded in day-to-day marketing life. Campaigns are going out faster. Strategy is getting more attention. Over 70 percent of marketers say they’re saving time and working on more creative tasks.

That’s good news. Less spreadsheet staring. More thinking.

And there are results to show for it:

• 60 percent of marketers saw improved customer engagement

• 58 percent reported stronger loyalty

So what’s the problem? Ask the people on the receiving end.

Consumers Feel Misunderstood and Mistrustful:

Despite all the clever tools and promises of personalised experiences, 40 percent of consumers say brands still don’t get them. That’s up from 25 percent last year. Meanwhile, 60 percent say marketing emails are mostly irrelevant.

In other words, the “smart” system is still sending socks to people who bought sandals.

The deeper issue? Data. A growing number of consumers don’t trust AI to handle their information properly. In 2024, 44 percent of people were concerned. Now it’s 63 percent globally. In the UK, it’s 76 percent.

The irony is that AI works best when it has more data. But the more it asks, the less people want to give.

The EU AI Act Adds Pressure:

If you’ve felt the winds of regulatory change, you’re not alone. The EU’s AI Act has pushed many marketers to rethink their approach. In the UK, over a third of marketers have adjusted their use of AI, with 44 percent saying they’ve made their AI efforts more ethical.

That doesn’t mean everyone’s happy. Around 28 percent of marketers worry that too many rules could kill creativity.

According to SAP Emarsys’ Stefan Wenzell, the goal is balance. “Regulation must strike a balance—protecting consumers without slowing innovation,” he says. That sounds reasonable. But it’s also like saying chocolate cake is fine as long as it’s made with kale.

What Works—Real Problems, Real People:

Some brands are finding the sweet spot. Gibson, the iconic guitar company, uses AI to free up their staff for more creative thinking. Their marketing head, Sterling Doak, says AI isn’t just about automation. It’s about giving humans room to think bigger.

City Beach, an Australian retailer, used AI to identify which customers were about to ghost them. They sent timely, relevant messages—and brought nearly half of those customers back within three months.

In my case, I get asked all the time whether I use AI to crank out blogs and videos daily. Honestly, I was tempted. I tested the tools—the ones that promise to write the script, edit, even create a talking avatar of me. Impressive on the surface, but every time I read or watched the output, I felt… nothing. It didn’t sound like me. More importantly, it didn’t feel like me. And if even I didn’t trust the content as my own, why would anyone else?

One of my company’s non‑negotiable values is authenticity, and handing my voice over to a robot goes against that. Do I lean on AI for support here and there? Absolutely. But the real work is still good, old-fashioned—and human—elbow grease. And to me, that’s exactly where the line between trust and mistrust lives.

This is where AI shines. Not in writing poetry or sending robotic emails, but in solving problems that make people’s lives easier.

What This Means for Small Business Owners:

You don’t need to hire a data scientist or build a machine-learning lab in your garage. But you do need to do better than “Hi [FIRSTNAME], we miss you!”

Here’s how:

1. Start with Relevance:

If your content isn’t helping, it’s hurting. Use AI tools to answer real questions, solve real problems, and serve real humans.

2. Respect the Data:

Be clear about what you’re collecting and why. Add a human note explaining what users get in return. Clarity builds trust.

3. Don’t Over-Automate:

Automation is efficient, but if everything feels robotic, people disengage. Add back some human touch—even if it’s just in the voice you use.

4. Test the Personalisation:

Just because AI says it’s personal doesn’t mean it feels personal. Check your emails, product recommendations, and follow-ups. Would they work on someone you actually know?

The Takeaway: AI Isn’t the Problem—Misuse Is:

Small business owners should treat AI the way good chefs treat garlic. It’s powerful, but if you throw in too much or use it the wrong way, you ruin the meal.

AI is a tool. Use it to make things easier, not creepier. Focus less on guessing what people want and more on asking the people themselves. The trust gap isn’t about technology. It’s about communication.

Want a quick way to make your message clear and compelling before AI touches it?

👉 Download the 5-Minute Marketing Fix

Because no tool works better than trust.

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FAQs on AI Marketing and Consumer Trust

What is the “trust gap” in AI marketing?

The trust gap refers to the growing disconnect between marketers who use AI to personalise experiences and consumers who feel misunderstood or concerned about how their data is being used. While 92 percent of marketers now rely on AI daily, 63 percent of consumers say they don’t trust AI with their personal information.

Why are consumers losing trust in AI?

Most consumers worry about how their personal data is collected and used. They also feel like many marketing messages miss the mark, which creates the impression that brands don’t actually understand them. In the UK alone, 76 percent of shoppers say they don’t trust AI with their data.

How does this affect small business marketing?

If customers don’t trust how you’re using their data, they’ll disengage—even if your AI tools are working perfectly behind the scenes. Irrelevant emails, tone-deaf recommendations, and unclear data practices all lead to lower engagement and fewer conversions.

What can small businesses do to rebuild trust?

Focus on real value over automation. Make your content helpful, explain clearly how and why you use data, and don’t try to fake personalisation. Small touches like friendly language, real human insights, and opt-in clarity can go a long way.

Is using AI still worth it?

Yes—if you use it well. AI can be powerful for saving time, spotting patterns, and sending timely messages. But it’s not a replacement for real connection. Use it to enhance the human side of your brand, not replace it.

Where can I start if I want to improve my messaging?

Start with one clear sentence that shows what you do and why it matters. That’s what the5-Minute Marketing Fix helps you create. It’s a free tool that helps you build trust from the very first line.