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How AI Agents can Step in as Consumer Trust Slips
Salesforce’s latest State of the AI Connected Customer research reveals consumer trust in companies is at a record low and that AI is raising the stakes for brands.
Today, 60% of consumers believe that advances in AI make trust even more important, and with AI agents on the rise, the findings point to real opportunities for companies to win back consumers with trustworthy AI agents this holiday season. This opportunity is greatest with Gen Zers, with almost a third of Gen Z consumers saying they’d be comfortable having an agent shop for them.
Faced with a challenging holiday shopping season and sinking consumer trust, brands can’t afford to get AI wrong—especially as more than $200 billion in global online sales will be influenced by AI this holiday season.
AI agents, or intelligent software that understands and responds to customer inquiries without human intervention, can help companies drive higher margins and keep consumers buying by delivering incredible customer service. From alleviating clunky purchase experiences to difficult return processes, there’s an agent for that. But to build trusted customer relationships, brands need trusted AI agents that are grounded in transparency and the right data.
Consumers trust less, expect more
Consumer trust is at its lowest point in eight years, and advances in AI make earning that trust more critical than ever.
Nearly three-quarters (72%) of consumers trust companies less than they did a year ago
65% feel companies are reckless with customer data
It’s not just about trust; consumers also expect best-in-class experiences.
69% of consumers expect consistent interactions across departments
Nearly 60% of consumers prefer using fewer touchpoints to get information or complete a task
While better deals are a top driver for consumers to switch to a new brand, customer service experience, convenience, and consistent product or service quality drive more long-term brand loyalty.
43% of consumers say poor customer service experience will stop them from making a repeat purchase from a company or brand
More than a third of consumers say that inconvenience, such as a difficult return process or clunky purchase experience, will cause brands to lose them
Younger consumers are most open to AI agents
The research shows Gen Zers and millennials are more willing than older generations to use AI agents to improve their customer experience by creating more personalised, or useful content.
Younger generations, in particular, hold companies to a higher standard when it comes to adapting to and anticipating their needs—43% of Gen Zers and millennials say AI raises the bar for customer experiences compared to just 32% of baby boomers.
Gen Z and millennial consumers are more likely than older generations to consider the benefits provided by agents.
Transparency is key to building consumer confidence in the AI agent era
Despite the promise of young shoppers, many consumers haven’t made up their minds on AI yet. Nearly half of consumers are neutral about AI’s impact on their lives, whether personal or professional.
In fact, many consumers feel a mix of suspicion (44%) and curiosity (41%) about the future of AI —revealing a ripe opportunity for companies to help consumers see and understand the benefits of AI agents.
Over a third of consumers would work with an AI agent instead of a person to avoid repeating themselves
30% of consumers—even more among Gen Z and millennials (37%)—would work with an AI agent instead of a person for faster service
A quarter of consumers — even more among Gen Z and millennials (roughly one-third)—would share their personal information with an AI agent so it can better anticipate their needs
To build confidence in the agent experience, businesses need to bridge the trust gap through more transparency.
Nearly 75% of consumers want to know if they’re communicating with an AI agent
45% are more likely to use an AI agent if there’s a clear escalation path
44% are more likely to use an AI agent if its logic is clearly explained
“Retailers face a much more competitive shopping season this year, as they look to deliver higher margins in the midst of increasing customer demands. AI agents can help brands deliver consistent, personalised experiences for shoppers across every channel – deepening customer loyalty and ultimately driving more sales,” says Linda Saunders, Salesforce Director Solutions Engineering Africa.
MTN Group has committed $2 billion to the International Telecommunications Union’s (ITU) Partner2Connect initiative, bringing the total funds pledged to $73 billion.
The announcement was made during the ongoing Mobile World Congress (MWC 2025) in Barcelona, Spain.
Partner2Connect, spearheaded by the ITU, is a global initiative aimed at enhancing universal digital access, strengthening infrastructure, and fostering meaningful connectivity.
Doreen Bogdan-Martin, secretary-general, ITU, highlighted the significance of these commitments, stating, “Expansive digital infrastructure highlights how much humanity values and depends on meaningful connectivity. These new pledges bring us closer to delivering sustainable digital transformation to everyone, everywhere.”
According to the ITU, MTN Group has shown a strong commitment to investing in Africa’s digital future, spending approximately $2 billion annually on capital expenditures across its markets over the past five years.
Similar investments are planned over the next five years, focusing on expanding and improving voice and data networks to bolster connectivity and drive digital inclusion.
The ITU also announced a $2 billion pledge from Globalstar to expand its low-Earth orbit satellite network, providing seamless, energy-efficient connectivity solutions for remote regions and underserved areas.
These efforts will include direct-to-device (D2D) and IoT connectivity solutions.
As ITU celebrates its 160th anniversary, the UN agency has emphasised its dedication to bridging the global digital divide.
An estimated 2.6 billion people worldwide remain offline, according to ITU data.
The agency has called for $100 billion in commitments by 2026 to fund projects supporting global digital transformation, particularly in hard-to-reach communities.
With over 1,000 pledges spanning 147 countries, Partner2Connect is working toward ITU’s vision of a digitally connected and inclusive future.
Current estimates suggest $1.6 trillion is required for global connectivity hardware alone, with the majority of resources needed in developing nations.
The funds pledged by MTN Group and other partners are set to strengthen digital infrastructure, enhance connectivity in underserved areas, and accelerate digital innovations to support economic and social growth worldwide.
Telegram has rolled out a new feature aimed at enhancing user safety by flagging messages from unknown contacts.
When users receive messages from individuals outside their contact list for the first time, a detailed information page now appears.
This page includes details such as the sender’s country (determined by their phone number), their joining date on Telegram, any shared groups, and whether their account is verified.
The goal is to help users identify potential scams and impersonators more effectively.
In addition, Telegram now provides insight into when the sender last updated their username or profile picture, offering another way to detect compromised or hacked accounts.
The company has emphasised its commitment to transparency, promising “clear indicators” to distinguish official accounts, third-party verified profiles, and regular users.
Telegram Premium subscribers can now charge fees for messages received from users outside their contact list, a feature designed to reduce spam while allowing group administrators to monetise their communities.
Dubbed “Star Messages,” this new option enables users to set customisable fees for unsolicited messages.
The feature also provides flexibility, allowing certain users or members of specific groups to send messages for free.
Telegram’s Star Messages come with convenient options, such as single-tap refunds for payments, ensuring a seamless user experience.
By offering advanced controls and monetisation opportunities, the platform continues to prioritise user safety and satisfaction.
With these updates, Telegram strengthens its position as a platform focused on both user protection and innovative monetisation tools.
MTN Nigeria has strengthened its commitment to grassroots sports development following a visit to Edo State Governor, Monday Okpebholo, at the Government House in Benin City on March 5.
The visit coincided with the upcoming launch of Season 3 of MTN Champs, an athletics competition that will commence in Edo State from March 13 to 15.
The initiative highlights MTN’s dedication to nurturing young athletic talent and aligns seamlessly with Edo State’s focus on sports development.
Idowu Adesokan, General Manager of Consumer Marketing at MTN Nigeria, expressed appreciation for Edo State’s contributions to previous editions of MTN Champs and emphasized the importance of collaboration to ensure this season’s success.
Governor Okpebholo reciprocated by pledging full logistical and administrative support to make the event impactful.
Season 3 of MTN Champs is set to engage thousands of secondary school students across Nigeria, kicking off in Edo State before moving to Lagos and Uyo in subsequent weeks.
This initiative reflects MTN Nigeria’s broader vision of fostering youth empowerment and revitalizing athletics at the grassroots level.
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