Most UK Consumers Want Organizations To Disclose AI Usage In Their Interactions

In Forrester’s Consumer Benchmark Survey, 2025, three out of four UK online adults say they expect companies to inform them when they interact with machine-generated content that uses generative AI (genAI). What’s giving them pause? While 46% say they have a basic understanding of how AI works, only about one in three say they know how to be responsible and ethical themselves when using genAI or how to effectively ask a genAI tool to create something. And even fewer (28%) trust information provided by genAI in the first place. Be transparent: It’s the superpower for your organization to build lasting trust with customers, employees, and supply chain partners.