Consumer Behavior

As retailers automate CX trust deficit grows

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April 21, 2026

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The trust crisis between the consumer and retailer is deepening as retailers struggle to balance AI automation with human connection as 47% of consumers will abandon brands that misuse their data and just 19% view AI as improving the customer experience.

Those are top findings from a national survey of 1,011 U.S. adults conducted by Sogolytics and its "The Sogolytics Experience Index: Customer Edition (CX) 2026" report.

The national study revealed that while businesses embrace AI for efficiency, consumers remain deeply skeptical — with more respondents saying AI harms customer experience (22%) than improves it (19%), according to a press release.

One third, 33% of consumers, are likely to switch to a competitor after just one negative experience.

"We're seeing a clear trust gap emerge between companies and their customers," Haris Azmi, chief revenue officer at Sogolytics, said in the release. "As organizations accelerate their use of AI and automation, many are overlooking how essential human empathy and responsible data stewardship remain to the customer experience. When trust is compromised through poor automation or mishandled data, the impact on loyalty can be immediate and lasting."

While 43% of consumers expressed willingness to use AI tools for faster services, barriers remain:

• 39% worry about accuracy and reliability.
• 39% cite privacy and data security risks.
• 37% fear loss of empathy and human connection.
• 35% struggle when AI can't handle complex issues.