Ping Identity, a leader in securing digital identities for the world’s largest enterprises, released its 2025 Consumer Survey, revealing a sharp contrast between soaring AI adoption and collapsing consumer trust in global brands. The report found that 68% of consumers now use AI, up from 41% a year ago, while fewer than one in five (17%) have “full trust” in the organizations that manage their identity data. Trust is eroding quickly, with a majority reporting more concern about personal data security than they felt five years ago, paired with growing demand for stronger authentication and tighter government regulation.

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“Consumer confidence in brands is eroding as we enter a ‘trust nothing’ era fueled by AI-enabled fraud,” said Darryl Jones, Vice President of Consumer Segment Strategy at Ping Identity. “AI and the rise of agents is compounding the attack on trust, making threats more persuasive and harder to detect, which raises the stakes for identity verification and protection. The brands that will thrive are the ones that make trust their top priority through stronger authentication, AI-transparency, and identity-first security.”

Key Global Findings

AI Adoption Soars, But Security Concerns Loom Larger Than Ever:

  • 68% report using AI (up from 41% in 2024).
  • 75% say they are more concerned about personal data security than five years ago.
  • 39% cite AI-driven phishing as the modern scam that concerns them most.

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Citizens Crave AI Safeguards, But Feel Left in the Dark:

  • 73% believe government regulation of AI to protect their identity data is important.
  • However, 52% say they do not feel sufficiently informed or protected from scams by guidance from safety organizations or government institutions, suggesting more need for education.
  • Only 23% feel very confident in their ability to determine whether something is legitimate or a scam.

Biometrics Top the Wishlist to Improve Trust, Security and Experience:

  • 34% report biometric authentication and 33% cite multi-factor authentication as the top features that would increase their trust in online brands.
  • Fraud is fueling demand: financial fraud (25%) and account take-over (21%) were the most common scams experienced, many of which may have been prevented through biometrics.
  • Reflecting this, the leading change people want in the login experience is more biometrics (21%).

The Path Forward The message from consumers is clear: as AI becomes the norm, trust must be earned back. Stronger security— through biometric authentication and AI optimization—combined with better education and collaboration between businesses and governments, could help close the gap. Encouragingly, 36% of consumers are already turning to AI as a learning tool. 

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Source: prnewswire

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