Turning point reached in latest State of Digital Trust report

New research from privacy technology provider Usercentrics reveals that 59% of UK consumers are concerned about their data being used to train artificial intelligence (AI) models, and 77% of global consumers do not fully understand how businesses use their information. The State of Digital Trust in 2025 report, based on a survey of 10,000 internet users in the US and Europe, including 2,000 UK consumers, reveals that 62% feel they have become the product, with 40% now less likely to accept all privacy options compared to three years ago.

Consumers prioritised transparency over data collection as the top factor for increasing trust, followed by strong security guarantees and control over data sharing. Despite growing awareness of data protection rights, only 52% of UK consumers trust regulators to hold companies accountable, with 20% expressing scepticism. 

The report shows that consumers are no longer willing to accept vague promises of data protection. Instead, they are demanding clear proof that brands understand what data they collect, how it’s being used, and, most importantly, why it is being used. Conversely, trust erodes when people feel their data is being fed into opaque algorithms that serve corporate goals rather than human needs. This shift raises the bar for brands to not only ask for data but justify its use in ways that feel fair and transparent.