Findings from the 2025 National Technology Readiness Survey reveal that as AI reshapes how consumers interact with brands, trust, not just innovation, is what truly drives value. AI security concerns are top of mind for consumers, with one in three already believing AI makes products less appealing because of privacy and security risks.
This article explores what brands need to do to earn and maintain trust in an AI-driven world, and why privacy and security should be at the heart of every innovation strategy.
Earning Trust in the Age of AI: Why Privacy and Security Must Shape the Customer Experience
As organizations race to roll out AI-powered touchpoints like automated scheduling, voice assistants, and personalized messages, it’s tempting to think ‘This is cool, customers are going to love it!’. But here’s the thing, convenience might grab attention, but it doesn’t guarantee loyalty. What truly sets brands apart is the trust they build around how they use new tech. In this AI-fueled era, it’s not the flashiest features that win, it’s the brands that make people feel safe, respected, and in control. Trust, not novelty, is the real game-changer.
The Warning Signs Are Clear
One in three consumers (34%) already believe AI makes products and services less appealing because of privacy and security risks.
That jumps to 44% among Gen Z, the cohort most eager to use generative AI for everyday tasks (36% are frequent users).
Across age groups, the second-biggest fear about AI is its potential for cyber-attacks and scams (29%; rising to 36% among Boomers). These AI security concerns are not hypothetical—they’re shaping consumer behavior right now.
When asked what online retailers and financial service providers should prioritize for the future, making platforms safer and more secure is top of the list for consumers (38% and 31%, respectively).
The takeaway? AI may promise faster, easier, and more personalized experiences but it also raises the stakes. Customers are watching closely, and many are uneasy.
But it’s not all fear and hesitation. The general mood around AI is more positive than you might think: 60% of consumers say they feel hopeful about it, compared to 40% who feel afraid. Among Gen Z, that optimism jumps to 74%. Consumers want to be excited about AI, but they need reassurance. They need to know their personal data is being treated with care.
Addressing AI Security Concerns Through Trust-Building Strategies
Too often, we’ve seen organizations prioritize efficiency and cost-cutting at the expense of genuine customer care. AI risks becoming the latest way to do that, unless brands make trust a core part of the experience. Addressing AI security concerns requires more than just technical safeguards—it demands a customer-first approach. That means:
Putting privacy and security at the heart of design – not something you add in later. Strong protections should be baked into every AI feature, from the start.
Being upfront and clear with customers – about what data you’re collecting, how it’s being used, and what steps you’re taking to keep it safe. No jargon. No vague policies buried in a footer.
Giving people control – through easy-to-use privacy settings, opt-outs, and clear choices about when and how AI is used.
Measuring trust, not just clicks – by treating privacy concerns with the same care you give to user experience, product satisfaction, or NPS.
Brands that proactively address AI security concerns will differentiate themselves in a crowded market where consumer skepticism is growing.
About the NTRS
The National Technology Readiness Survey (NTRS) is an annual study conducted by Radius Tech that has tracked consumer attitudes toward technology and innovation since 1999. Each year, the NTRS surveys over 1,000 U.S. adults to explore how people think about, adopt, and engage with technology across industries and daily life. The study includes insights into emerging trends and consumer sentiment on a wide range of tech-related topics.
A core feature of the NTRS is the Tech Readiness Index (TRI 2.0), a segmentation framework that classifies consumers into five distinct groups based on their motivations, attitudes, and behaviors related to technology: Explorers, Pioneers, Skeptics, Hesitators, and Avoiders. These segments help companies understand how ready different customer groups are to embrace new technologies—and how to communicate with them effectively.
Want to build AI features that excite users—and earn their trust?
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