New research from our partners at Relyance AI suggests that transparency around how personal data is used in AI systems is becoming as influential as price in shaping consumer purchasing decisions during the holiday season. Based on a survey of more than 1,000 U.S. consumers, the findings indicate growing concern that brands may lack visibility into how personal data flows through AI-powered systems, with many respondents saying this uncertainty directly impacts trust and loyalty.
The survey shows that a majority of consumers would disengage from brands that cannot trace personal data within AI workflows, while many are willing to switch to competitors that provide clear, verifiable transparency – even at higher prices. The results highlight a shifting trust dynamic, where demonstrable AI data visibility is emerging as a competitive differentiator rather than just a compliance requirement.