Many consumers concerned about their data being used to train AI, Usercentrics report reveals

New research from privacy tech provider Usercentrics find that more than half of UK consumers are concerned about their data being used to train AI and most do not fully understand how businesses are using their information.

Usercentrics surveyed 10,000 internet users in the US and Europe, including 2,000 UK consumers, about their views on digital trust concerns. 

Published in The State of Digital Trust report, the findings show 73% of UK consumers do not fully understand how businesses are using their data and 58% are concerned about their information being used to train AI.

61% said they feel as though they have “become the product” and 40% would choose the “accept all” option less often than they did three years ago, as concerns around privacy increase.

Consumers surveyed by Usercentrics ranked transparency over data collection as the top way to increase trust, followed by strong security guarantees and the ability to control or limit data sharing. 

Banks had relatively high levels of trust around data collection, with 62% of respondents trusting these organisations compared to just 27% of consumers trusting social media platforms.

UK consumers seem to be increasingly aware of their rights under privacy regulations, but just 52% of surveyed consumers said they trust regulators to hold companies accountable and 20% said they were skeptical that regulators can or will hold them to account.

“This isn’t a backlash, it’s a reset,” comments Adelina Peltea, CMO at Usercentrics. “For too long, user data privacy has been defined as a trade-off between growth and compliance. If privacy and consent aren’t placed at the heart of marketing strategies, especially as AI adoption accelerates, companies risk losing consumer trust entirely.

 “In the AI driven digital landscape, speed alone isn't enough; accountability and a user-first approach are key. Privacy is set to define the next era of brand-consumer relationships, offering businesses a pivotal opportunity to differentiate themselves by delivering responsible, transparent, and privacy-first user experiences.”

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