Press Ganey Forsta, the leading provider of experience measurement, data analytics, and insights that help companies better understand and serve their customers, employees, and stakeholders, released The CX trust deficit: Loyalty at risk in the digital age, an extensive report analyzing survey feedback from consumers in the US and UK. The findings explore how trust, data use, and AI are shaping brand loyalty.

In an era of frequent cyber incidents, rapid AI adoption, and increasing scrutiny over how personal data is handled, trust has emerged as the deciding factor in customer loyalty. The report reveals that while most consumers are willing to share personal data for better experiences, few trust brands to use it responsibly, putting loyalty, revenue, and reputation at risk.

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Key insights include:

• Trust commands a premium – 71% of US consumers and 66% of UK consumers say they would choose a brand they trust with their data even if it costs more.
• Trust remains tenuous – 69% of US and 64% of UK consumers are willing to share personal data for improved experiences, yet only 19% (US) and 17% (UK) trust brands to use it responsibly.
• Personalization drives switching – Around 30% of consumers in both countries (30% in US and 28% in the UK) would consider switching brands for more personalized experiences, and nearly 1 in 5 in both markets already have.
• Responsiveness drives loyalty – 59% in both regions expect a brand to respond within 24 hours, and 67% expect follow-up after an interaction, but many brands fail to deliver.
• AI acceptance comes with limits – Almost half of consumers (48% in the US and 45% in the UK) are open to AI-led customer experiences for faster service, but only 1 in 5 feel “very comfortable” interacting with AI alone.

The findings underscore the importance of blending digital convenience with personalization, assurances, and relevance. Even in highly digitized sectors, many consumers actively seek human interaction, particularly when resolving complex or high-stakes issues.

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“Trust has always been the foundation of exceptional customer experience, but in an era of rapid AI adoption and rising data scrutiny, it’s also the clearest competitive advantage,” said Luke Williams, Chief Customer Experience and Research Officer of Press Ganey Forsta. “Consumers are being more deliberate about who they trust their data with and are rewarding brands that prove the value of that exchange. Speed and efficiency matter, but human-first, transparent experiences are what turn transactions into long-term loyalty.”

To help brands close the trust gap, the report offers five key imperatives for building loyalty that lasts:

1. Make data transparency a differentiator – Clearly explain how personal data and AI are used to improve experiences.
2. Fix the basics first – Deliver reliable, seamless experiences before investing in advanced features.
3. Personalize with purpose – Use data to deliver genuinely useful, relevant interactions.
4. Be consistent across touchpoints – Ensure the brand experience aligns across online, in-person, and mobile channels.
5. Be open about AI – Disclose when and how AI is involved, especially in sensitive contexts.