Navigating the New Paradigm: Trust, Technology, and Consumer Experience in the Age of AI

The rapid advancement of technology, particularly in the realm of artificial intelligence and generative AI, has elicited a varied response from society. While many individuals appreciate the convenience and efficiency that digital technology offers, there is a growing need for critical scrutiny regarding the information they encounter and the authenticity of their digital experiences. This ongoing evolution compels individuals to reassess the role that technology plays in their lives, leading to a delicate balance between embracing innovation and maintaining personal agency.

“As new technologies, including generative AI, reshape everyday experiences, people are adapting their interactions to maintain control,” noted Nick Law, creative chairperson at Accenture Song. “Today, online trust is a critical issue, with everyone becoming more discerning about what they see and believe. Naturally, this shift is influencing how customers engage with businesses vying for their attention.”

Understanding the Dynamics of Trust in Technology

The 2025 Accenture Life Trends report identifies five macro trends that highlight the changing relationship between consumers and technology. These trends reflect the challenges and opportunities that brands face as they adapt to evolving customer expectations and behaviors. Insights from a global pool of data reveal key factors impacting trust in digital platforms, necessitating a strategic response from businesses.

1. The Cost of Hesitations

The trustworthiness of digital platforms is increasingly under scrutiny, particularly in light of rising scams and deceptive content that blur the lines between reality and misinformation. Generative AI, a powerful tool for creating content, has further complicated this landscape, challenging public trust. Accenture’s findings indicate that over 50% of individuals now question the authenticity of online content. The erosion of trust has tangible consequences on consumer behavior; for instance, 33% of respondents reported experiencing deep-fake attacks or scams in the past year. To combat this crisis, brands must work diligently to establish themselves as beacons of trust through transparent communication and reliable products.

2. The Parent Trap

Parents today are grappling with the challenge of guiding the next generation in developing a healthy relationship with digital technology. The unrestricted access to the internet and social media has led to concerning behaviors and exposure to various harms among young users. Faced with these alarming trends, parents are mobilizing to create protective measures while waiting for governmental policies to catch up. Accenture’s research reveals that individuals aged 18-24 are more than twice as likely as those over 55 to assert that social media impacts their personal identity. Furthermore, approximately two-thirds of Gen Z and Millennials feel they are spending more time online than they would prefer (67% and 64%, respectively). This highlights the necessity for a balanced approach to technology that includes protective measures and healthy usage guidelines.

3. The Impatience Economy

In a world that values speed and efficiency, consumers increasingly desire rapid responses from brands. The notion that hard work and determination will yield success is being challenged as priorities shift. According to Accenture, three out of four consumers want businesses to be more agile in responding to their changing needs. A substantial number are turning to crowd-sourced information for quicker answers, even if it means taking risks with their health and finances. The role of influencers has also evolved; they now guide consumers on fundamental aspects of life, including health and financial well-being. Brands that fail to keep pace with these expectations risk losing consumer loyalty.

4. The Dignity of Work

As generative AI and other technologies reshape the workplace, the concept of dignity in work is being tested. Accenture’s findings show that while three-quarters of individuals find generative AI tools beneficial—enhancing efficiency (44%) and improving work quality (38%)—there are also concerns. Some fear these tools may limit creativity (14%), make tasks feel more transactional (15%), and heighten anxiety about job security (11%). Business leaders must prioritize motivation and agency in their teams to harness the full potential of generative AI while preserving the inherent dignity of work.

5. Social Rewilding

Amidst the digital noise, there is an emerging desire for depth, authenticity, and sensory-rich experiences. People are increasingly seeking to reconnect with nature and engage in meaningful interactions. Findings from Accenture indicate that 42% of individuals attribute their most enjoyable experiences in the past week to real-life activities, compared to just 15% who cite digital experiences. This trend presents organizations with an opportunity to rethink their roles and align themselves with consumers’ yearning for immersive and genuine connections.

“The relationship between humans and technology is undeniably shifting, and increasingly complex,” said David Droga, CEO of Accenture Song. “While embracing new technologies to drive growth and relevance, we cannot deprioritize or outsource trust and humanity.”

Implications for Brands and Businesses

As the landscape of consumer expectations continues to evolve, businesses must adapt their strategies accordingly. The Accenture Life Trends 2025 report serves as a guiding framework for organizations aiming to create lasting connections with their customers. Here are several implications for brands to consider:

• Enhancing Trust: Brands must prioritize transparency and authenticity in their communications, showcasing a commitment to customer safety and security.
• Empowering Parents: Companies can support parents by offering resources and tools to help them navigate the digital landscape and instill healthy habits in their children.
• Agility in Response: Businesses should invest in agile processes that allow them to respond quickly to consumer needs and preferences.
• Fostering a Positive Work Environment: Organizations should focus on creating a culture that values creativity and employee well-being amidst technological advancements.
• Creating Authentic Experiences: Brands can engage consumers by offering immersive, real-world experiences that resonate with their desire for authenticity.

Conclusion

The interplay between technology and human experience is at a pivotal juncture, marked by the influence of generative AI and the increasing demand for trust and authenticity. As consumers navigate this complex landscape, businesses must adapt their strategies to meet evolving expectations. By prioritizing transparency, agility, and meaningful connections, brands can not only survive but thrive in this new paradigm. The insights gathered from Accenture’s research provide a roadmap for organizations looking to build trust and foster loyalty in an age where technology and humanity must coexist harmoniously.