Trust Crash

Last week I wrote about the UK’s fragile data adequacy deal with the EU and how the anaemic performance of the ICO is putting it at serious risk - Last year the ICO issued two UK GDPR fines compared to over 200 in both Germany and Spain.

This week, a new manifestation of that failure has potentially emerged — and it’s coming from consumers.

According to SAP research:

• The UK now ranks lowest globally for consumer confidence in brand data use

• 76% of UK consumers lack confidence in how AI handles their data

• 57% say they don’t trust brands to use AI responsibly

• Just 19% believe the value exchange is worth it

  
  

At the same time, 87% of marketers are charging ahead with AI, most increasing investment. That disconnect? It’s what happens when you scale technology without securing trust.

AI doesn’t work without consented, quality data. And consumers don’t give consent when they don’t trust the system.

We see the same root issue again and again: tech stack? In place. Strategy to make it work for the customer? Missing. Relevance fails. Engagement drops. Trust collapses.

The solution isn’t more AI tools — it’s more visible, valuable outcomes. In one word; transparency.

The reality is that until we address this head-on — and until a regulator (in whatever guise that maybe) starts regulating in earnest  — trust will keep falling, and the data that powers AI will get harder to earn.

This isn’t a hypothetical risk. It’s happening and other countries will be in a position to power ahead.