Summary
In 2025, trust has fragmented, with B2C and B2B customers relying more on personal networks and curated sources than institutions or broad brand promises. In this permanent state of distrust, organizations must prioritize pragmatic initiatives tied to value and measurable trust competencies. This report explores how in 2026, organizations will focus on specific trust competencies, consumers will adopt genAI in high-risk scenarios despite low trust, deepfake detection and privacy-preserving tech will see more traction, and age verification laws will change the VPN market forever.
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