The Trust-Influence Tension Between Consumers and AI
60% of users trust AI engines at least somewhat, but nearly the same amount feel AI has influenced their opinions, per a Shift study.
As AI tools increasingly shape how consumers search, shop and form opinions, transparency is emerging as a defining factor in long-term trust.
Shift’s 2026 AI Consumer Insights Survey found that while 60% of users trust AI engines at least somewhat, 58% say they’ve felt AI answers influencing their opinion at least occasionally. At the same time, there's growing demand for greater visibility into how AI systems generate responses and what sources shape them.
All that being said, privacy remains the top flashpoint: A notable 81% of users are concerned about overall AI technologies using personal data. And when asked about the most pressing concerns of AI features built into browsers:
- 48% cite privacy and data security issues
- 44% are concerned about AI taking actions without approval
- 36% worry about accuracy or reliability of AI outputs
- 32% cite lack of transparency into how AI systems operate
Additionally, as AI becomes more integrated into daily life, demand for strong oversight is growing. These findings reflect growing public support for guardrails as AI becomes more integrated into daily life.
- 79% of consumers support at least some government regulation
- 35% advocate for strong regulation
- 12% believe no regulation is necessary
Download Shift’s full report here to get more insights around consumers and AI.