The New AI Playbook for Marketing: How to Use AI Without Losing Consumer Trust

Consumers want AI that helps, not hypes. This report gives marketers the strategies to deliver value without crossing the line.

In today’s marketing landscape, AI isn’t just a nice-to-have, it’s a must. But as brands move fast to embrace its efficiency and creativity, they risk stumbling into a trust crisis. The stakes are clear: AI can accelerate brand growth, but only if it earns—and keeps—consumer trust.

77% of Americans do not trust businesses to use artificial intelligence responsibly.

Bentley University-Gallup Business in Society Survey 2024 Report (18+)

Collage’s research-backed guide, The New AI Playbook for Marketing, outlines exactly how to use AI responsibly, effectively, and empathetically. Here are some of the biggest takeaways every marketer should know:

The AI Imperative: Move Fast, but Thoughtfully

More than 70% of organizations are already using AI in at least one business function, and productivity gains are on the rise. But consumers are wary. Our research finds that while 80% say trust matters in brand choices, only 40% say they trust brands today. That 40-point trust gap is a red flag.

Marketers must balance innovation with intention. AI should feel like an upgrade, not a shortcut.

Visibility Matters—But So Does Value

Not all AI use is created equal. Our framework maps AI across two axes: visibility to consumers and functional value. Uses like chatbots and virtual try-ons are high visibility, and when done well, they offer real consumer benefits. But flashy AI that doesn’t serve a clear purpose? That’s where backlash brews.

Key insight: The more visible your AI, the more value it needs to offer to earn consumer goodwill.

Download an excerpt of the report to explore key insights, brand opportunities, and segment-specific strategies.