Customer Trust Defines the Future of AI in CX — Salesforce Report

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As artificial intelligence becomes embedded in everyday experiences, trust is emerging as the true battleground for customer loyalty. Salesforce’s 2025 State of the AI Connected Customer study highlights the growing divide between AI-driven innovation and customer confidence. While businesses accelerate their use of AI agents to drive efficiency and personalization, customers are calling for greater transparency, ethics, and human oversight. This report uncovers how trust and clarity—not just technology—will determine the future of customer experience.

Key Findings from the Report

• Customers appreciate personalized experiences, but many feel the value exchange for their data is unbalanced.

• Trust in businesses’ ability to use AI ethically has declined, signaling a growing skepticism toward corporate data practices.

• While AI can improve product quality and service speed, comfort with AI understanding personal needs remains limited.

• Transparency, control, and human validation are essential for building trust with AI systems.

• Most customers want to know when they are interacting with an AI agent and prefer escalation options to a human.

• Business buyers are more open to AI adoption than consumers, especially in use cases involving personalization and automation.

• Brands that emphasize ethical AI usage and clear communication can differentiate themselves in a landscape defined by caution.

The CXF Take

Salesforce’s latest report highlights a growing paradox in customer experience: the same technology designed to enhance service is also testing the boundaries of trust. Customers aren’t rejecting AI—they’re asking for clarity. They want to understand how their data is used, when they’re interacting with AI, and how human oversight remains part of the experience.

This shift calls for a broader strategy. Performance alone doesn’t establish loyalty. Customers are paying attention to how brands communicate, design, and manage their use of AI. Ethical design, clear disclosures, and built-in customer control are quickly becoming table stakes.

Human support remains essential. Customers consistently express a desire for the option to escalate from automated systems to real conversations—especially in moments of frustration or complexity. Designing AI that complements rather than replaces that option is key.

The report reinforces a truth many CX leaders are already seeing: responsible AI use is becoming a competitive differentiator. Companies that prioritize transparency and collaboration in their AI approach will be better positioned to build loyalty that lasts.