Despite record AI investment, U.S. consumers say they don’t see value in sharing their data with brands

INDIANAPOLIS – July 24, 2025, United States brands are pouring money into AI, but shoppers aren’t convinced it’s working for them, according to the new AI in Retail Report from SAP Emarsys.

The report, in its third year, is based on insights from more than 350 marketers and 4,000 U.S. shoppers. It reveals a growing gap between what marketers intend and what customers experience. While 74% of U.S. marketers say AI is central to their personalization strategy, only 25% of consumers believe brands personalize content to their needs and just 27% feel they receive fair value in exchange for their data.

This disconnect is more about infrastructure than expectations. While consumers expect personalized experiences, marketers are struggling behind the scenes. Nearly half say their data is too unstructured to use effectively, and just as many admit they can’t act on insights in real time, according to SAP Emarsys research released earlier this year. Without unified, accessible data, brands risk delivering disjointed, impersonal interactions undermining both trust and loyalty.

“Brands are dealing with fragmented systems. Half (51%) of marketers are dealing with “dark data” that’s hard to access, with rising pressure to deliver results fast,” said Sara Richter, Chief Marketing Officer at SAP Emarsys. “But from a consumer’s point of view, the value exchange is broken. You share your data but get little in return with no visibility into how it’s used. That’s where trust breaks down and loyalty is lost.”

What is behind the lack of trust?

The report points to two root causes behind the lack of confidence:

1. Opaque data use: Nearly half (46%) have little to no trust in how brands use their personal data. Consent often feels performative, not meaningful.

2. Thin value exchange: Shoppers regularly hand over personal data, preferences, purchase history and browsing behavior – but receive repetitive, often irrelevant messaging in return.

SAP Emarsys highlights that without visible and valuable data activation AI could become just another marketing tool that drives consumers away.

Engagement-Era brands lead the way:

Some brands, however, are getting it right. The report spotlights Gibson Guitars as a leading example of what SAP Emarsys calls “Engagement Era” brands: those using AI not just for automation, but for building deeper, more transparent connections with customers.

“We’re not selling t-shirts, we’re selling guitars,” said Sterling Doak, Head of Marketing at Gibson. “AI helps us personalize with purpose, without losing the soul of the brand.”

With SAP Emarsys, Gibson has seen:

1. +50% increase in email revenue
2. 2x engagement rates
3. Over 40% of revenue now driven by automation-led experiences

“These are the brands turning insight into action,” Richter added. “They’re showing customers how their data creates better experiences, and they’re doing it with integrity, not gimmicks. SAP Emarsys helps businesses get to that point: turning fragmented, hard-to-reach data into something that earns attention, trust, and ultimately, true lifetime loyalty.”

With AI adoption accelerating, the rules of engagement are changing fast. SAP Emarsys advises retailers to focus on first-party data transparency, cross-channel consistency, and a clear value exchange to ensure customers get the experience they deserve.

To access the full 2025 AI in Retail Report and learn how U.S. brands are adapting, visit emarsys.com.