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European study reveals 59% oppose AI training use while demanding clearer data controls.
A comprehensive study examining digital trust across 10,000 internet users has unveiled a significant shift in consumer attitudes toward data collection and artificial intelligence training. Published July 1, 2025, the research exposes growing concerns about how businesses collect and utilize personal information, particularly for AI development purposes.
Conducted by Sapio Research on behalf of privacy technology company Usercentrics, the State of Digital Trust 2025 report surveyed frequent internet users across Europe and the United States during May 2025. The findings reveal that 59% of consumers express discomfort with their data being used to train AI systems, signaling a fundamental transformation in digital privacy expectations.
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Who: Usercentrics, a privacy technology company, commissioned research from Sapio Research examining 10,000 frequent internet users across Europe and the United States. The study includes consumers from Germany, United States, United Kingdom, Spain, Italy, and the Netherlands.
What: The State of Digital Trust 2025 report reveals that 59% of consumers are uncomfortable with their data being used to train AI systems. The research documents declining cookie acceptance rates, with 46% of users accepting cookies less frequently than three years ago, and identifies significant trust variations across industry sectors.
When: The research was conducted during May 2025, with findings published on July 1, 2025. The study examined consumer behavior changes over a three-year period and current attitudes toward data collection and AI usage.
Where: The survey covered multiple markets including the United States (2,500 responses), Germany (2,500 responses), United Kingdom (2,000 responses), Spain (1,000 responses), Italy (1,000 responses), and the Netherlands (1,000 responses).
Why: Consumer trust in data collection practices is declining as AI adoption increases, creating challenges for digital marketing strategies. The research aims to understand changing privacy expectations and inform privacy-led marketing approaches that balance personalization benefits with user control and transparency requirements.
However, the research indicates that consumer resistance stems not from opposition to technological innovation itself, but from insufficient transparency about data usage practices. According to Adelina Peltea, Chief Marketing Officer at Usercentrics, “We’re not witnessing a breakdown in trust, but a reset in expectations. In the age of AI, giving users real control over their data isn’t just about compliance – it’s how brands build loyalty.”
The findings demonstrate measurable changes in user behavior across digital platforms. Nearly half of respondents (46%) report accepting cookies less frequently than three years ago, while 42% regularly read consent banners before sharing data. This behavioral shift suggests increasing digital literacy among consumers and greater scrutiny of data collection practices.
The marketing industry has experienced sustained pressure regarding cookie consent mechanisms throughout 2025. PPC Land has documented numerous enforcement actions across European jurisdictions, including a German court ruling that challenged data authority interpretations of consent mandates and French regulators ordering websites to eliminate dark patterns in cookie banners.
Trust levels vary significantly across industry sectors, creating distinct challenges for marketers in different verticals. Financial institutions maintain the highest consumer confidence at 57%, followed by government and public sector organizations at 49%. Medical and pharmaceutical companies also score relatively well at 49%, likely benefiting from established regulatory frameworks and public accountability measures.
Technology services companies achieve 33% trust levels, while technology hardware manufacturers score 28%. These moderate ratings reflect ongoing concerns about data collection practices within the technology sector, despite its central role in digital infrastructure.
The hospitality and travel industry faces particular challenges, with only 22% of consumers expressing trust in their data handling practices. Social media platforms struggle even more, achieving just 28% trust ratings among survey participants. The automotive sector presents the most significant trust deficit at only 13%, possibly reflecting concerns about vehicle data collection and connectivity features.
Retail companies score 21% in consumer trust ratings, highlighting challenges for e-commerce platforms that rely heavily on customer data for personalization and targeting purposes. These sector-specific variations have important implications for privacy-led marketing strategies and compliance investments.
The research reveals that only 23% of consumers fully understand how companies use their personal data, yet appetite for education remains strong. This knowledge gap represents both a challenge and opportunity for organizations developing transparent data practices. Companies that successfully communicate data usage in understandable terms may gain competitive advantages in increasingly privacy-conscious markets.
Additional findings reveal significant disparities in consumer trust across geographic boundaries. The study shows that 73% of respondents express caution about sharing data with businesses from the United States, while 77% report similar concerns regarding Chinese companies. European countries, traditionally viewed as more trustworthy, rank only an average 10 percentage points lower in terms of consumer caution.
Consumer sentiment about digital relationships has shifted dramatically. The study found that 62% of users feel they have “become the product” in current digital ecosystems. This perspective reflects growing awareness of how personal data generates revenue for technology platforms and advertising networks.
The research also indicates that 48% of consumers trust artificial intelligence less than humans when handling their personal data. Furthermore, 67% of respondents believe society has become overly reliant on certain technology products and services, suggesting broader concerns about technological dependence.
The study documents specific behavioral changes in privacy management practices. An additional 36% of respondents globally have actively adjusted their privacy settings on websites or applications, while the same percentage have stopped using websites or deleted applications due to privacy concerns. The data reveals that consumers who are more privacy-informed demonstrate even greater likelihood to modify cookie preferences and assert control over their personal data.
Despite growing privacy awareness, most consumers (65%) remain willing to allow brands to collect their data, provided they maintain control over the process rather than blindly accepting all tracking mechanisms. This finding suggests that users are not rejecting data collection entirely, but rather demanding clearer terms, simplified choices, and transparent value propositions.
The study reveals important demographic variations in privacy attitudes. Among Generation Z respondents, 39% consider social media platforms trustworthy for data handling, contrasting sharply with overall trust levels of just 28% for social media companies. This generational difference suggests that younger consumers may have different risk assessments or privacy expectations compared to older demographics.
Consumer awareness of privacy rights shows concerning gaps despite increased engagement with consent mechanisms. While 40% of respondents believe they have privacy rights, many cannot identify what those rights actually entail. Additionally, only 47% trust regulators to protect them and hold companies accountable, while 25% express skepticism about regulators’ ability to keep pace with Big Tech’s influence and power.
The timing of this research coincides with major developments in digital advertising privacy. Microsoft mandated user consent signals by May 2025 for European Economic Area users, while Google maintained third-party cookies in Chrome after years of industry preparation for their removal.
European data protection authorities have intensified enforcement actions throughout 2025. Dutch regulators fined Kruidvat €600,000 for illegal tracking cookies, while French authorities ordered multiple websites to eliminate deceptive design practices in cookie consent interfaces.
Privacy technology solutions have evolved to address these challenges, with the research highlighting the emergence of “Privacy-Led Marketing” as a strategic approach that extends beyond compliance requirements. This methodology focuses on embedding trust-building mechanisms throughout the customer journey, from initial data collection through activation and measurement phases.
The study emphasizes that successful privacy-led marketing requires implementing Consent Management Platforms correctly, supporting contextual consent mechanisms, and utilizing Server-Side Tagging to control data flows responsibly. Organizations adopting this approach can transform privacy requirements from operational constraints into competitive differentiators and growth drivers.
The IAB Tech Lab’s PAIR protocol enables secure audience matching while protecting user privacy, representing significant advancement in privacy-preserving advertising technology.
The research methodology involved surveying 10,000 consumers who use the internet more than once monthly across multiple European markets. The United States and Germany each contributed 2,500 responses, while the United Kingdom provided 2,000 responses. Spain, Italy, and the Netherlands each contributed 1,000 responses to the comprehensive study.
Survey participants represented diverse demographics and internet usage patterns, providing broad insights into digital trust trends across different consumer segments. The research examined both current attitudes and behavioral changes over recent years, offering perspective on evolving privacy expectations.
Marketing professionals must adapt strategies to address these shifting consumer expectations. According to Peltea, “In the privacy-first era, user experience is inseparable from data ethics. Speed matters, but so does accountability. Marketers who embrace transparency and prioritize user trust won’t just survive this shift – they’ll lead it.”
The findings suggest that successful privacy-led marketing requires fundamental changes in how organizations approach data collection and usage. Rather than viewing privacy regulations as constraints, forward-thinking companies can leverage transparency as a competitive differentiator in trust-sensitive markets.
Technical implementation of privacy-respecting systems presents ongoing challenges for marketing teams. Recent court rulings have clarified cookie banner compliance requirements, establishing stricter standards for consent mechanism design and rejecting broad interpretations of mandatory rejection buttons.
The automotive industry’s low trust rating of 13% reflects particular concern about connected vehicle data collection. As vehicles become increasingly sophisticated computing platforms, manufacturers must address consumer skepticism about data usage and storage practices.
Social media platforms face sustained scrutiny over data practices, with only 28% trust ratings reflecting ongoing concerns about algorithmic targeting and personal information usage. These platforms must balance advertising revenue models with growing demand for privacy protections and user control.
The research indicates that consumer education about data practices remains insufficient, with only 23% claiming full understanding of data usage. This knowledge gap creates opportunities for organizations that invest in clear communication and transparent privacy policies.
Industry observers note that privacy regulations continue evolving across jurisdictions. The research period coincided with significant enforcement actions and regulatory clarifications that have shaped current compliance requirements for digital marketing operations.