Consumers Embrace Generative AI Yet Remain Wary of Trust and Privacy Risks
Key Points
- 53% of U.S. consumers are experimenting with or regularly using generative AI.
- 69% worry that AI innovation is moving too quickly and lacks adequate risk management.
- Around 40% of users pay for AI services, while many rely on free tools.
- Privacy concerns have risen to 70%, with about half experiencing a security incident.
- Consumers are reluctant to share biometric, communications, or financial data.
- Three‑quarters feel tech firms focus on competition over solving real problems.
- Trust takes years to build but can be lost in seconds, influencing spending decisions.
A recent Deloitte survey of U.S. consumers shows that while more than half are experimenting with or regularly using generative AI, a majority express concerns about rapid innovation, data privacy, and the accuracy of AI outputs. Around 40% of respondents pay for AI services, and many access the technology through mobile apps and websites. Trust remains fragile—privacy worries have risen, and users are reluctant to share sensitive personal data. Consumers indicate they are more likely to spend money with companies they trust, highlighting a tension between growing adoption and lingering skepticism.
Rapid Adoption of Generative AI
The Deloitte Connected Consumer Survey, which sampled 3,500 U.S. adults, found that 53% of respondents are either experimenting with or regularly using generative AI tools. Mobile applications such as OpenAI’s ChatGPT and Google’s Gemini are especially popular, with 65% of users accessing AI through standalone apps and 60% through AI‑focused websites. When broader digital experiences are considered—online services, social media, and messaging apps—69% of participants encounter AI even when they are not actively seeking it.
Trust and Accuracy Concerns
Despite high usage rates, trust in the technology and its providers remains limited. Sixty‑nine percent of those surveyed worry that innovation is moving too quickly and that tech companies are not paying sufficient attention to potential risks. More than half of respondents say they frequently verify AI‑generated information against trusted sources or their own knowledge, underscoring ongoing doubts about factual accuracy.
Privacy, Security, and Data Sharing
Privacy concerns have intensified, rising from 60% in the prior year to 70% of respondents expressing worry about data security. About half of surveyed consumers reported experiencing a security incident, such as a hack or identity theft, within the past year. When asked about willingness to share personal data for better digital experiences, participants were largely unwilling to provide biometric, communications, or financial information. Even fitness data—considered less sensitive—was met with mixed feelings, with a larger share unwilling than very willing to share.
Monetary Commitment and Value Perception
Financial commitment to AI services is notable: roughly four in ten respondents pay for generative AI products. Those who do not pay often cite the adequacy of free tools as the reason. Consumers indicate they are more inclined to spend money with companies they trust, linking perceived trustworthiness directly to willingness to invest.
Perceived Misalignment of Corporate Priorities
Three‑quarters of participants feel that tech companies prioritize beating competitors over solving real user problems, and two‑thirds believe that most new AI features do not address their needs. This perception contributes to a broader sense that while AI is becoming ubiquitous—appearing in phones, search engines, and televisions—its development may not be aligned with consumer priorities.
Outlook
The survey highlights a paradox: rapid adoption of generative AI coexists with deep skepticism about its trustworthiness, privacy implications, and practical value. Building and maintaining consumer trust will require sustained effort, transparent risk management, and a clearer focus on solving real‑world problems rather than merely outpacing rivals.