As business leaders strategize about their AI plans, their consumer audience may or may not agree with all of them.
June 8, 2025 – Research and advisory firm Metrigy has released its AI for Business Success – A Consumer Perspective research study, conducted in April 2025 with 503 consumers across North America.
The comprehensive report highlights a notable shift in public engagement with AI. The vast majority (88%) of respondents are now familiar with the term “generative AI,” and among those, a substantial 71% have utilized the technology. Clearly, the data shows that generative AI has moved beyond a niche concept, becoming recognized and used by a broad segment of the population.
“Our latest research confirms that AI is increasingly integrated into consumers’ lives, especially for customer service,” said Robin Gareiss, CEO and Principal Analyst of Metrigy. “However, the data sends a clear message: Companies need to prioritize transparency, oversight, and data privacy to build the trust necessary for AI to truly enhance customer experiences and drive true value.”
Despite increasing familiarity and usage, full trust in generative AI remains limited, the study found. The primary concerns regarding generative AI revolve around data security, ethical implications of data use, the potential for malicious application, and the accuracy of the information it generates (hallucinations). For companies to increase trust, the study identifies which areas consumers see as critical: transparency about AI usage (46%), ensuring oversight of its output (41%), and providing assurances that personal data is not being used in ways that compromise privacy (39%).
Despite trust challenges, consumers widely anticipate that AI will have a significant impact (24% extensive impact; 44% some impact) on their future interactions with companies, with a small majority (59%) expecting this impact to be positive.
This study is available for purchase on our website at metrigy.com.
