AI is changing how customers interact with brands, from chatbots that handle support requests to intelligent tools that anticipate what you need before you even ask.
But as AI takes on more responsibility, one question matters most: can your customers trust it?
Trust isn’t automatic. It’s earned. And in customer experience, it’s the difference between loyalty and churn.
According to Salesforce, 68% of consumers say AI makes trust even more important. Yet less than half of people globally say they actually trust AI systems. That’s a gap no brand can afford to ignore.
Let’s look at what breaks customer trust - and what you can do to strengthen it.
Why trust matters more than ever
Whether it’s financial services, healthcare, or online retail, AI is now embedded in critical customer moments. It’s helping people check claims, schedule care, or make purchase decisions in seconds.
But without transparency and human connection, customers can feel uneasy. They want to know when AI is being used, how it makes decisions, and that they can reach a real person if needed.
When that clarity is missing, trust breaks down, and the fallout is fast:
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Customers opt out of AI experiences
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Confidence in your brand drops
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Churn increases
The fix starts with understanding what erodes trust in the first place.
Common trust breakers to avoid
Even the best technology can backfire when customers feel confused or misled. Here are some of the biggest pitfalls to watch out for:
1. Hidden AI use
If customers only realize they’re talking to a bot after something goes wrong, it feels deceptive. Be upfront about where AI fits in.
2. No clear human fallback
If customers can’t easily reach a person, frustration grows. Always offer a clear path to human help.
3. Opaque or biased decisions
When AI makes a call, like approving a claim or recommending a product, customers deserve to understand why. Lack of explanation can mean lack of trust.
4. Rigid automation
One-size-fits-all flows ignore nuance. AI should be flexible enough to recognize when an issue needs human judgment.
5. Bots pretending to be human
If a system sounds human but isn’t, customers feel tricked. Transparency beats imitation every time.
Each of these mistakes erodes confidence, but they’re all avoidable with a thoughtful, ethical approach.
Turning transparency into a trust advantage
When companies lead with clarity, empathy, and accountability, AI becomes an opportunity to strengthen relationships, not strain them.
Transparency isn’t just about disclosure. It’s about showing customers that your technology was designed with them in mind.
Download our free report
Want to go deeper? Download our free eBook, Trust and Transparency in AI-Driven CX, for practical steps to build ethical, transparent AI systems that keep customers confident and loyal.
