Salesforce Research Highlights AI Agents’ Potential Amid Declining Consumer Trust

A new report by Salesforce, titled State of the AI Connected Customer, reveals a significant drop in consumer trust, with 72% of consumers reporting less trust in companies compared to a year ago. As brands gear up for a challenging holiday shopping season, the research highlights the transformative potential of AI agents in rebuilding trust and enhancing customer experiences, especially among younger generations.

Key Findings:

Trust in Decline

• 72% of consumers trust companies less than they did a year ago.
• 65% believe companies are careless with customer data.
• 69% expect consistent interactions across departments, while nearly 60% prefer streamlined processes with fewer touchpoints.

AI Agents as a Solution

AI agents—autonomous systems designed to handle customer inquiries—are emerging as a key tool for companies aiming to regain consumer confidence and streamline experiences:

• Over $200 billion in global online sales will be influenced by AI this holiday season.
• Nearly 30% of Gen Z consumers are comfortable allowing AI agents to shop on their behalf.

Generational Preferences

Younger generations are more receptive to AI in customer service:

• 43% of Gen Z and millennials believe AI raises the bar for customer experience, compared to 32% of baby boomers.
• Roughly 37% of Gen Z and millennials would work with AI agents for faster service and personalized interactions.

Building Consumer Confidence in AI

To bridge the trust gap, transparency is crucial:

• 75% of consumers want clarity on whether they are interacting with an AI agent or a human.
• 45% are more likely to use AI agents if escalation to human support is clearly defined.
• 44% favor AI agents when their logic and decision-making processes are explained.

Insights from Industry Leaders

Michael Affronti, SVP and General Manager of Commerce Cloud at Salesforce, emphasized the role of AI agents in meeting rising customer expectations:

“AI agents can help brands deliver consistent, personalized experiences for shoppers across every channel—strengthening customer loyalty and driving sales.”

Mike Hite, CTO at Saks Global, shared how AI tools like Agentforce are already enhancing customer service:

“Agentforce enables our teams to prioritize meaningful customer interactions, streamlining routine tasks such as order tracking. We’re excited to explore how AI can continue elevating the luxury shopping experience.”

Implications for the Holiday Season

As over 60% of consumers see AI advancements heightening the importance of trust, businesses must act decisively to integrate responsible AI practices. Transparency, accountability, and delivering seamless experiences will be pivotal in regaining consumer loyalty.