Principal Analyst Jess Lloyd began her CX Forum keynote session, “Distrust In The Age Of AI,” with an endearing personal introduction. She described her hectic mornings, cheering her children on at their sporting events, her early career in London, and how losing a bet led her to compete in a famous cheese wheel race. The problem? None of it was true.

The deception underscored a critical point. “Consumers are living in a world that they expect to deceive them,” Jess said. “AI is making it harder for them to know what is true and what is not.”

AI-generated photos from “Distrust In The Age Of AI” keynote, Forrester’s CX Forums

Jess’ story — like so much of what consumers experience — felt believable because it was designed to feel believable. The narrative made sense; the images looked authentic. For consumers, that sort of deception plays out regularly through AI-generated videos, fake endorsements, or fabricated news stories. They have come to understand that seeing is not believing. More than half of consumers in a recent Forrester survey said that AI-augmented content has made it harder to trust what they see online.

That uncertainty is becoming one of the defining business challenges of the AI era.

Overcoming The AI Trust Gap

Organizations are racing to embed generative AI and agentic AI into customer experiences. Nearly 80% of AI decision-makers expect these technologies to significantly change how customers interact with their business over the next two years. Yet consumers are not nearly as bullish: 72% express concern that companies will not use AI responsibly.

The key to winning consumers’ trust is responsible AI. Many organizations practice this but only in the realm of governance and behind-the-scenes controls. To win trust, Jess noted, companies must make it front and center. Customers need clear signals that help them understand how AI is being used, why it is being used, and who remains accountable when something goes wrong.

Forrester defines responsible AI across six dimensions:

  • Fairness: As Jess explained, “Are you using AI to ensure that I am getting the access to the same offers and deals as a person next to me and that it’s not designed to exclude me?”
  • Transparency and explainability: Do consumers know AI is being used? How is it being used? Can customers understand how an AI-generated recommendation was produced?
  • Safety and reliability: Can users trust the output?
  • Data privacy and security: Do consumers know how their data will be used? Will any data they give be protected?
  • Accountability: What happens if the technology fails? Who’s on the hook?
  • Human oversight: If the consumer needs help, can a person be easily reached?

These dimensions and the questions they answer increasingly determine whether customers embrace AI-enabled experiences or approach them with caution. “These aren’t just principles,” Jess said. “These are the visible signals of what your consumers are looking for from you and that they almost unanimously agree are important.”

Making Responsible AI Visible

So how does responsible AI show up in customer experiences? The keynote highlighted a few examples. American Express has emphasized customer control, making it clear that AI agents operate only within permissions established by customers and that human intervention remains available when needed. USAA publicly communicates its AI principles and explains how humans govern AI-driven outcomes. And The Home Depot positions AI as an extension of associate expertise, helping scale human judgment rather than replace it.

These examples share a common theme: These organizations aren’t simply deploying AI; they’re helping customers understand how AI fits into the experience and where human accountability remains. As AI capabilities become more widespread and technological advantages more difficult to sustain, organizations that consistently demonstrate transparency, accountability, and customer-centric governance will gain a clear competitive edge.

Stop Treating Customers As A Monolith

The keynote also emphasized that consumers are not moving through the AI era in the same way.

Forrester’s analysis has identified four broad groups: distrusters, who actively avoid AI; skeptics, who use it reluctantly; experimenters, who are cautiously evaluating its benefits; and embracers, who have already integrated AI into both their personal and professional lives.

The implication for leaders is that trust-building cannot be “one size fits all.” Different audiences require different combinations of transparency, control, guidance, accountability, and human support. A consumer who is skeptical of AI may need detailed explanations and easy access to human assistance, while an experienced AI user may be more interested in flexibility, customization, and control over outcomes. The most effective organizations will design experiences that accommodate both.

Trust Will Define The Winners In The AI Era

At a time when consumers expect to be manipulated or misled — and increasingly determine for themselves what is true — trust can no longer be treated as a brand promise that exists outside the experience. Brands must intentionally design it into every interaction. The organizations that understand this shift will be best positioned to turn AI from a source of uncertainty into a source of value, confidence, and lasting customer relationships.

Learn more about Forrester’s research on responsible AI and follow our Forrester CX Events page on LinkedIn for the latest news on these events.

Share