The declining trust of consumers seems to be fueled mainly by concerns about data management: 61 percent of Dutch consumers believe that companies handle customer data recklessly. In addition, consumers expect a seamless experience across the entire company. Seven out of ten consumers want departments to work better together to enable consistent interactions.
The research by Salesforce among over 1,000 Dutch people shows that nearly half (49%) believe that due to AI developments, trust in companies is becoming even more important. Although the Dutch are generally more pragmatic about the impact of AI than elsewhere in the world, 72 percent do want to know when they are communicating with an AI agent. This is a decrease from last year, when nine out of ten consumers indicated they wanted to know this.
Role of AI
With the current sentiment among consumers, companies cannot afford to misuse AI. During the holiday season alone, more than €185 billion in online sales will be influenced by AI worldwide. Take the shopping experience, for example. For 38 percent, a cumbersome return process or another awkward shopping experience is a reason to shop elsewhere. This demand for convenience and consistency puts pressure on companies to meet the expectations of the modern consumer.
"Due to the lower trust and higher expectations of consumers, the retail sector is much more competitive this year. The personalized experiences with AI agents that we are presenting today during the Agentforce World Tour in the Netherlands can enhance customer loyalty," says Jeroen Heijmans, head of Enterprise and Deputy Country Leader at Salesforce in the Netherlands. "Thanks to AI, agents are able to assist customers 24/7 and autonomously perform tasks such as processing return or order status requests, thereby communicating with consumers in a more human way."
Dutch are pragmatic about AI
Compared to the rest of the world, the Dutch do not have a strong opinion about the role of AI in their lives. Nearly half (48%) are neutral about the impact of AI on their personal lives, while 53 percent say the same about its influence on their professional lives. Curiosity about AI is also lower in the Netherlands than average, with only 36 percent being curious about AI, compared to 41 percent worldwide.
Nevertheless, more than one in five Dutch consumers (22%) prefer to speak with an AI agent rather than a real person if it means they will be helped faster. Among millennials, this is nearly a third.
