#USA #Black Friday #Stockholm #AI Adoption #Consumer Trust

Consumer Trust is Crucial for AI Adoption During Holiday Shopping Events

The anticipated surge in shopping during the 2025 Black Friday and Cyber Monday (BF/CM) season has brought to light interesting dynamics (Sinch AB). A recent survey conducted by Sinch reveals a compelling paradox: nearly half of consumers (48%) believe that AI could significantly simplify their shopping experience, while a staggering 90% still harbor reservations about the technology. This suggests a growing interest in AI solutions that could enhance the shopping journey, but there are significant concerns surrounding its application and implications.

The Surprising Consumer Sentiment

As consumers venture into a new shopping era, their enthusiasm for AI-driven tools is not without caution. Many shoppers are embracing AI innovations but with specific expectations. They want personalization and assistance, yet seek transparency about data usage and privacy. The call for security and verification in AI-powered communications is strong, reflecting an increasing demand for responsible technology use.

Sophie Cheng, Senior Vice President of Product Marketing at Sinch, highlighted that “Consumers want help, not hype.” This emphasizes that while buyers are receptive to AI enhancements, brands must provide undeniable proof that AI works for the consumer's benefit rather than against it. Any hint of invasiveness or lack of clarity could derail any efforts to foster trust. Trust, according to Cheng, will serve as the driving force for conversions this BF/CM.

Expectations for AI in Shopping Engagement

Sinch's study, encompassing consumers from seven different global markets, underscores a shifting landscape.

• - 39% of participants expressed interest in AI-driven order tracking.
• - 38% showed openness to chatbot-based customer service solutions.
• - Nevertheless, the statistics reveal growing concern: 43% of consumers perceive personalized messages as invasive, up 43% year-over-year.

This trend signifies a pivotal need for brands to align their campaign strategies with evolving consumer expectations. Shoppers are not necessarily rejecting personalization or AI but are becoming selective. They are yearning for meaningful engagements rather than generic communication or cluttered information.

The Importance of Trust

The findings related to trust are particularly illuminating. According to the same survey, only 32% of consumers felt comfortable sharing personal preferences with AI assistants, and 53% reported receiving legitimate brand communications they initially believed were spam. Furthermore, 79% of respondents indicated that they trust messages more when they are verified through recognizable brand logos or sender IDs.

This highlights a crucial insight for brands aiming to attract attention during peak shopping periods. The message is clear: consumers are demanding clarity and verification in communications. The quest for trust and security should become a top priority for brands as they prepare for the holiday shopping season.

Actionable Steps for Brands

To excel in 2025’s BF/CM shopping, brands must emphasize transparency and empowerment in their AI and communication strategies. Incorporating verified, value-driven interactions and ensuring that AI implements security measures will form the foundation upon which consumer trust can be built. Sinch, with its privacy-first communications infrastructure, has shown that it is possible to deliver high-quality, secure messaging solutions to consumers at scale. It achieved over 800 million SMS messages delivered on Black Friday 2024, reflecting a 23% increase compared to the previous year.

However, the gap between being ignored and engaged hinges upon trust. Brands must craft interactions that are authentic, relevant, and secure. Only then can they earn the loyalty and engagement of a wary consumer base.

As we approach the 2025 holiday season, those brands that meet these changing expectations and foster trust will not just survive but thrive. For more detailed insights, retailers can explore the complete 2025 BF/CM Consumer Report through Sinch’s resources available at their website.