AI Adoption Booms, but Trust in Brands Collapses, Ping Identity Survey Warns

Artificial intelligence has rapidly crossed into the mainstream, with more than two-thirds of global consumers now using it in their daily lives. But while adoption is skyrocketing, faith in the institutions responsible for safeguarding digital identities is unraveling at record speed.

Ping Identity’s newly released 2025 Consumer Survey highlights a paradox: the world is becoming more AI-driven, but less trusted. Only 17% of respondents said they have “full trust” in the organizations that store and manage their identity data. In fact, a majority say they are more worried today about the security of their personal information than they were five years ago, underscoring a widening trust gap that brands will struggle to close.

“Consumer confidence in brands is eroding as we enter a ‘trust nothing’ era fueled by AI-enabled fraud,” said Darryl Jones, Vice President of Consumer Segment Strategy at Ping Identity. “AI and the rise of agents is compounding the attack on trust, making threats more persuasive and harder to detect, which raises the stakes for identity verification and protection. The brands that will thrive are the ones that make trust their top priority through stronger authentication, AI-transparency, and identity-first security.”

That erosion is tied directly to the rise of AI-enhanced scams. Nearly four in ten consumers identified AI-powered phishing as the most pressing modern threat, while a quarter reported direct experience with financial fraud. Account takeovers followed closely behind at 21%.

The survey shows a public hungry for stronger protections and clearer rules. Almost three-quarters of respondents said they want more government oversight of AI to ensure identity data is safeguarded. Yet more than half said they do not feel adequately informed or protected by current government or safety-organization guidance. Confidence in personal scam-spotting abilities is low, with only 23% saying they feel “very confident” in distinguishing legitimate services from fraud.

If there’s a silver lining for companies, it’s that consumers are telling them exactly what they want. Biometrics and multi-factor authentication topped the list of features that would increase trust, cited by 34% and 33% of respondents respectively. When asked what would most improve their login experience, one in five pointed to biometric authentication.

That shift reflects a reality where passwords alone are viewed as obsolete. Consumers believe identity must be tied more closely to physical markers like fingerprints or facial recognition, not just static credentials vulnerable to theft.

The path forward, according to the survey, lies in blending stronger technology with greater transparency and education. Businesses are being challenged to not only harden defenses with biometrics and AI-based detection, but also to teach consumers how these protections work and why they matter. Governments, too, will be under pressure to regulate AI more effectively while providing accessible, actionable safety guidance.

As Jones puts it, companies that put identity at the center of their digital strategies may find an opportunity amid the turbulence. The survey’s underlying message is blunt: in an AI-dominated world, trust is no longer a given. It has to be earned—one login at a time.