From my vantage point, innovation without trust risks hitting a wall. Deloitte’s latest Connected Consumer survey shows that while consumers increasingly adopt generative AI, they demand responsible design and safeguards in equal measure.

Consumers are adopting generative AI with surprising speed: more than half now either experiment with or regularly use it, up significantly from last year. Among regular users, many describe the impact on their lives as very positive. Yet this surge comes with tensions: most users believe AI can be misused, and a large majority worry it could erode critical thinking.

At the same time, household spending on digital services is climbing. Average annual device spend has risen sharply, and a sizable portion of consumers plan to increase their tech subscriptions. Yet half also expect affordability challenges in the coming year, and many have already experienced a security breach or scam.

These paradoxes point to a widening trust gap. Few consumers believe tech providers are transparent about their data practices, and only a minority express strong confidence in the security of their personal data. Deloitte segments consumers into four categories — from “trusted trailblazers” to “slow movers” — and finds that those providers who combine innovation with responsibility win the most growth and loyalty.

The clear message is that leading with trust is not a luxury but a strategic necessity. Companies are urged to embed privacy, explainability, and user control directly into their products. Communicating clearly about what data is collected, how it is used, and offering meaningful control will be essential to shifting consumer perceptions.

The survey also highlights the growing issue of “shadow AI” in the workplace. Many employees already use AI tools outside official company systems, creating new risks around governance, security, and integration.

This Deloitte survey underscores a clear lesson: in the era of AI, trust is not optional — it’s essential. Providers who balance innovation with responsibility will secure consumer confidence, loyalty, and sustainable growth. Would you like support in assessing how your products and services can be engineered with trust — from transparency and data control to governance — so you lead not only in innovation, but also in integrity?
(Deloitte (Connectivity and Mobile Trends Survey 2025), 2025-09-30)