Consumer

Trends

Ana Carolina Ferrari Bonifácio - [email protected] - CPF: 431.215.308-60

 Introduction

Since the launch of our consumer trends report 4 years consumers, which will allow them to make confident AT A GLANCE

ago, we’ve seen the effects of a global pandemic, decisions that improve experiences and consistently meet THE STATE OF CUSTOMER EXPERIENCE
inflation-led economic uncertainty, and the rise of AI! consumer expectations.

But as the consumer landscape evolves, one thing In today’s environment, CX is a strategic business asset.
remains constant: the importance of forging genuine,
lasting connections with customers, whether that be face-
We hope this report equips you with the insights and
expert advice you need to maximize your program’s
76% 73%
SATISFACTION TRUST
to-face, on the phone to an agent, or scrolling through impact, no matter where you are in your CX journey.
+0.4% PTS -1.2% PTS
your website. And this year is no different. Our 2025 FROM 2024 FROM 2024

consumer trends report, with responses from 23,730

consumers across 23 countries/regions, shows how Isabelle Zdatny
valuable understanding and connecting with customers Head of Thought Leadership
is to business success. XM Institute, Qualtrics

But it’s not easy. Our findings lay bare the effects of
less money in consumers’ pockets, a hyper-competitive
70% 69%
RECOMMEND PURCHASE MORE
landscape, and the continual decline of customer
-1.5% PTS -1.3% PTS
feedback. In summary: loyalty is harder won and more FROM 2024 FROM 2024

easily lost in 2025, with companies increasingly blind to

the causes of customer friction.

Building loyalty starts with building trust. It is foundational

to the lasting connections that most successful
organizations are built on. To earn this trust, CX leaders LOOKING FOR A REGIONAL BREAK-DOWN
will need to develop a deeper understanding of their OF THE 2025 CONSUMER TRENDS?

2 // Qualtrics 2025 Consumer Trends Report // Introduction

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 Meet the
experts

Moira Dorsey Max Venker Jessie Harn

Head of Qualtrics XM Institute CX Solutions Expert Sr. Dir., Head of Enterprise Customer Insights
Qualtrics Hilton

Isabelle Zdatny Juliana Smith Holterhaus, PhD Jill Helmle, Ph.D., CCXP,
Head of Thought Leadership Lead Product Scientist, Digital Director, Customer Experience Strategy
Qualtrics XM Institute Qualtrics ServiceNow

Talia Quaadgras Leonie Brown Mandia Moïse

Research Program Manager Lead Product Scientist, CRM & Customer Experience Manager
Qualtrics XM Institute Customer Care, Qualtrics Cirque du Soleil

Brandon Hanson Elizabeth Erkenbrack Mary Catherine Plunkett

Contact Center Practice Leader RVP XM Strategy VP., Customer Success Design,
Qualtrics Qualtrics Customer Success Organization (CSO), Autodesk

3 // Qualtrics 2025 Consumer Trends Report // Meet the experts

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 Contents

5 Trend 1 // Heightened expectations fuel a decline in loyalty

9 Trend 2 // Consumers are clear – go back to basics

13 Trend 3 // Feedback falls to a new low

16 Trend 4 // AI hype gives way to skepticism

21 Trend 5 // Today’s consumers want privacy and personalization

24 Methodology

25 Regional breakdown

4 // Qualtrics 2025 Consumer Trends Report // Contents

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 01

TREND 1

Heightened expectations CONSUMERS WILL WALK

AFTER A BAD EXPERIENCE

fuel a decline in loyalty

BUSINESSES WILL SEE HUGE UPSIDE

IMPROVING THE EXPERIENCE IN 2025

53%
There’s no doubt – it’s tough for businesses out there.
After 3 years of rising prices, consumers have less
disposable income and expect more from those they
2025
spend their money with.
OF BAD EXPERIENCES 2024
Fail to meet those expectations? You’ll be punished. RESULT IN CUSTOMERS
Over 1 in 2 bad experiences result in customers cutting CUTTING SPEND

their spend (53%).

+2.7% PTS FROM 2024
You likely already know the importance of providing a
good experience. In fact, this year consumers recorded
fewer bad experiences versus 2024, as businesses raised
their game – particularly in industries where spending is
more discretionary and consumers can easily switch.

5 // Qualtrics 2025 Consumer Trends Report // Trend 1: Heightened expectations fuel a decline in loyalty

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 01

But what constitutes a “good” or SMALL IMPROVEMENTS = BIG IMPACT

“bad” experience? A big component
is how well you deliver on your value
proposition and brand vision. Less
luxurious brands can fare just as well as

2X 2X
the premium competitors; success lies
in how well you do what you say you’re
going to do. 1- OR 2-STARS TO 3-STARS/
1.6X
FROM POOR TO OKAY

That doesn’t mean you need to achieve

a 5-star experience overnight, however.
We found that moving from a 1- or 2-star
experience to a 3-star experience
results in a 1.6x increase in likelihood
to purchase again. That’s almost 15%
higher than the bump you get going 3-STARS TO 4- OR 5-STARS/
1.1X 1.2X 1.1X
FROM OKAY TO EXCELLENT
from 3 to 4 or 5 stars. So it’s certainly
beneficial to strive for perfection, but
the biggest opportunity comes from just INCREASE INCREASE INCREASE
IN LIKELIHOOD TO IN LIKELIHOOD TO IN LIKELIHOOD TO
meeting expectations accurately.
PURCHASE MORE RECOMMEND TRUST

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 01

The view on the ground

ANALYSIS ANALYSIS ADVICE ANALYSIS

Because “nice-to-have” industries – like While there is huge upside to improving If you aren’t seriously engaging in an The continued rise and prominence
hotels, fast food, and retail – face more the experience, it is a continuous effort to understand and improve each of ‘digital native’ brands along with
severe financial consequences for poor process. This is because as you raise aspect of the customer experience, accelerating access to AI-based
experiences, these brands tend to invest the bar, consumers get used to it you’ll soon find that your customers will technology is making seamless,
more in CX and deliver fewer negative and their expectations shift – falling be looking for a company that is. personalized experiences more and
interactions (9%) compared to “need- short of these new expectations will more a part of consumers day-to-
to-have” industries like banks, internet result in consumers looking for that Brandon Hanson day. This creates an often unrealized
providers, and utilities (14%). That’s experience elsewhere. Top performing Contact Center expectation that ALL brands can and
led to “nice-to-have” brands elevating organizations make sure they stay up Practice Leader, Qualtrics will act in this way.
customer expectations across the to date with expectations and
board, including for “need-to-have” recalibrate regularly! Max Venker
businesses – who are no longer as CX Solutions Expert
immune to the consequences of subpar Leonie Brown Qualtrics
experiences and will need to improve or Lead Product Scientist,
face a growing risk of losing customer Customer Care, Qualtrics
spend (7%).

Isabelle Zdatny
Head of Thought Leadership
Qualtrics XM Institute

7 // Qualtrics 2025 Consumer Trends Report // Trend 1: Heightened expectations fuel a decline in loyalty

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 ‘‘It’s vital you meet your customers where
they are, whether on your digital channels,
face-to-face or interacting with your
contact center, to understand what’s
working, what’s not, and how to fix it.”
JULIANA HOLTERHAUS
LEAD PRODUCT SCIENTIST, DIGITAL

8 // Qualtrics 2025 Consumer Trends Report // Trend 1: Heightened expectations fuel a decline in loyalty

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 02

TREND 2

Consumers are clear –

go back to basics

CLEARLY COMMUNICATE, SET EXPECTATIONS,

AND DELIVER IF YOU WANT TO BUILD TRUST

61
One of the best bets you can make in 2025 is to focus Communication is essential to an effective experience. THE #1 PRIORITY FOR CONSUMERS
on building trust with your customers. Now, you may Get it right, you’ll improve satisfaction and build trust,

%
have always thought about trust as a component of paving the way for long-term customer loyalty, increased
satisfaction, or not at all. customer spend, and recommendations. You’ll improve
your brand perception too, helping you navigate tricky
As it turns out, in this year’s study, trust matters to topics like AI and data usage.
consumers, a lot. This serves as a timely reminder to
businesses; rather than focus on the next best thing, you But be warned, if you fail to deliver on the expectations
need to get the basic elements of an experience right to that you set, trust breaks down, and consumers will look
build rock solid foundations with those you serve. to meet their needs elsewhere.

At the heart of building trust is clear, honest, reliable

communication. And this is a hugely important factor
throughout the customer journey – from your marketing
all the way through to customer support. In short: If you of consumers prioritize trust in
talk the talk, make sure you walk the walk too. the information provided when
interacting with companies

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 02

But while communication is a big priority

for consumers, businesses are failing
to meet the mark, with communication
issues cited as the #2 reason for bad
CONSUMER PRIORITIES WHEN
experiences (and the #1 issue in INTERACTING WITH COMPANIES
7/20 industries), only behind service
delivery issues.
15%

ENJOYMENT

REASONS FOR POOR EXPERIENCES, ACCORDING TO CONSUMERS

33%

TREATED
WITH EMPATHY

46% 45% 39% 37% 44%

CONVENIENCE
SERVICE DELIVERY COMMUNICATION EMPLOYEE PRICING
ISSUES PROBLEMS INTERACTIONS CONCERNS
46%

COMPLETING THE
INTERACTION QUICKLY

35% 21% 03% 61%

TRUST THE
INFORMATION PROVIDED
PRODUCT POST-PURCHASE NONE OF
QUALITY/FAILURE SUPPORT THE ABOVE

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 02

The view on
the ground

ANALYSIS ADVICE ANALYSIS

Reliability is a cornerstone of trust. To Clear, reliable communications are the In tough economic times, consumers
earn trust, you must demonstrate type of experience essentials that are want to stick with brands they know
a pattern of behavior that reduces important to consumers. Improving well and can trust. That means feeling
uncertainty (which humans hate!) these types of brilliant basics isn’t welcomed and having faith that if
and allows customers to confidently necessarily easy. But focusing on them something goes wrong, the company
anticipate what you’ll do in the future. can keep customer satisfaction and will care about fixing the issue.
This begins by setting their expectations loyalty up, support calls down – two key
– through things like brand promises, outcomes for proving the value of a Leonie Brown
proactive communications, transparent CX program. Lead Product Scientist,
policies, etc. – and then consistently Customer Care, Qualtrics
delivering on those expectations. Moira Dorsey
Head of Qualtrics
Isabelle Zdatny XM Institute
Head of Thought Leadership
Qualtrics XM Institute

11 // Qualtrics 2025 Consumer Trends Report // Trend 2: Consumers are clear – go back to basics

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 ‘‘Coming out of the pandemic, Hilton, as well as many
others in our industry, saw a decline in some of the
core experiences—things like a great night’s sleep or a
relaxing shower—that drive a positive overall experience.
Last year, we built a program that enables our hotels to
collect and act on in-stay feedback so they can get the
basics right for every guest before they leave.’’
JESSIE HARN
SR. DIR., HEAD OF ENTERPRISE CUSTOMER INSIGHTS

12 // Qualtrics 2025 Consumer Trends Report // Trend 2: Consumers are clear – go back to basics

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 03

TREND 3 HOW CONSUMERS +6.3% PTS

Feedback falls
ARE PROVIDING FEEDBACK
ABOUT A BAD EXPERIENCE...

to a new low
OR NOT

VOC PROGRAMS MUST EVOLVE TO PROVIDE

THE MOST VALUE FOR BUSINESSES
POINT
DIFFERENCE
If businesses want a robust understanding of people’s SINCE
experiences to support their decision-making in 2025, 2021

they will have to evolve their VoC program as customer

feedback falls to a new low.

Since we began this consumer study 4 years ago,

customer feedback after a bad experience has dropped -4.2% PTS
8% pts. Customers are simply not giving feedback like
-4.9% PTS
they used to, and so if organizations want to understand
how to improve the experiences they deliver, it’s no longer -6.9% PTS
enough to rely on surveys — they must diversify their -7.7% PTS
listening program.

Rather than telling a company they’ve had a bad 32% 16% 45% 22% 24%
experience, more and more consumers are saying Sent feedback Posted something Told friends or Put a comment I did not tell
nothing at all (and going elsewhere). directly to the about it on social family about or rating about the anyone about the
company media site it directly company on a experience
3rd party ratings site

13 // Qualtrics 2025 ConsumerTrends Report // Trend 3: Feedback falls to a new low

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 03

The view on
the ground

ANALYSIS ADVICE ADVICE

Organizations can no longer rely on a Learn to listen, even when you aren’t The more data you can bring in
single listening method (surveys), asking questions. Pull those reviews, beyond surveys, the better you will
but must maximize the value of each that social data, the calls, the emails. be at accurately understanding your
data source available to them, including Save the moments of asking questions customers’ behaviors and knowing how
operational and behavioral data. for when it really does need to be a to respond to them.
That means listen everywhere, more structured conversation, and
optimize surveys, and use predictive then keep it very short and to-the- Brandon Hanson
analytics/modeling. point. A company is not expected to Contact Center
fix everything, but to show they are Practice Leader, Qualtrics
Max Venker listening and caring about what they
CX Solutions Expert, hear. It is how the customer feels heard,
Qualtrics and they are far more likely to continue
providing feedback when they feel like
the company listens.

Elizabeth Erkenbrack
RVP XM Strategy
Qualtrics

14 // Qualtrics 2025 Consumer Trends Report // Trends 3: Feedback falls to a new low

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 ‘‘Customers are bombarded with feedback requests
for every business interaction. It is no wonder so many
customers experience survey burnout and decline
the opportunity to give feedback. Still, it is a business
imperative to listen and act on customer feedback
– whether directly through surveys or reviews, or by
predicting customer needs through unstructured data
and other data sources.”
JILL HELMLE, PH.D., CCXP
DIRECTOR, CUSTOMER EXPERIENCE STRATEGY

15 // Qualtrics 2025 Consumer Trends Report // Trends 3: Feedback falls to a new low

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 04

TREND 4

AI hype gives way

-11
to skepticism
CONSUMER COMFORT AROUND USING AI HAS DROPPED

%
COMFORT WILL INCREASE BY
HIGHLIGHTING HOW AI HELPS

It feels like you can’t go a day without a brand telling

you their products and services now use AI — and it’s

PTS
turning consumers off. Over the past 12 months, attitudes
towards AI have become much more negative, with
comfort using AI down a massive 11% pts and only 1 in 4
trusting organizations to use it responsibly.

since 2024

46% of consumers
are comfortable using
AI in 2025

16 // Qualtrics 2025 ConsumerTrends Report // Trend 4: AI hype gives way to skepticism

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 04

This is at least partly due to concerns

about AI replacing a human to connect
to, a concern that has risen year-over-
year and is now shared by 1 in 2 people. CONSUMER SENTIMENT TOWARDS AI
IMPROVES WITH CONCRETE EXAMPLES
If businesses can show consumers the
value of this technology, they should
see an increase in trust and adoption.
Because while the notion of AI still has
consumers uneasy, openness increases
when they can see how it will help them
achieve their specific goals.

+20
So rather than focusing on telling
consumers about the technology
%-PT DIFFERENCE
itself, keep it simple and focus on the
benefit it will bring them. Maybe it can
help customers find the photo you
took 5 years ago, find a product on the
website with a single prompt, or enable
consumers to speak to an agent faster
26% TRUST ORGANIZATIONS
GENERALLY TO 46% COMFORT IN AI TO
COMPLETE SPECIFIC GOALS
USE AI RESPONSIBLY
when there’s an issue. Our data shows
that focusing on the outcome will be a
far more effective way to build trust and
comfort with AI.

17 // Qualtrics 2025 Consumer Trends Report // Trend 4: AI hype gives way to skepticism

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 04

Which is important because once CONCERNS AROUND AI +2.1% PTS

people use AI, they become much more CONTINUE TO EVOLVE
likely to feel comfortable using it again
to complete common activities (1.7x),
freeing up your teams to work on higher- POINT
stakes issues as more interactions DIFFERENCE +0.2% PTS
SINCE
become automated.
2024 -0.9% PTS -0.8% PTS

-1.2% PTS

-4.3% PTS

41% 29% 43% 44% 28% 51%

Poor quality Extra effort Misuse Loss of Don’t Lack of a
of the for you in the of your jobs for trust the human being
interactions interaction personal employees information to connect
data provided with

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 04

The view on
the ground

ADVICE ADVICE EXAMPLE ADVICE

Use AI with customers when you can Helping your human employees do Apple’s communication strategy around My advice would be Einstein’s: If you
explain how and why you’re doing so a better job by reducing their admin the launch of Apple Intelligence is a can’t explain it simply, you don’t
and what they can do to switch that to workload, helping them find better great illustration of how brands should understand it well enough. Companies
a human. Build a relationship of trust, answers and write great responses, is position AI. Instead of touting AI for need to understand their AI strategy and
transparency, and choice with your where AI can deliver excellent results. the sake of AI – which consumers find utilization so thoroughly they can explain
customers, rather than trying to impose However, over-rotating on using AI gimmicky – Apple focuses on how the it in their customers’ terms.
a set of tools on them. to try and deflect customers to self- technology helps users achieve their
service drives down trust. Customers goals, while prioritizing user privacy, one Elizabeth Erkenbrack
Brandon Hanson will interact with AI, but the data trends of Apple’s core values. RVP XM Strategy
Contact Center show they have low trust and low Qualtrics
Practice Leader, Qualtrics patience with it, so if something goes Isabelle Zdatny
wrong, it’s vital for organizations to offer Head of Thought Leadership
human connection as soon as possible. Qualtrics XM Institute

Leonie Brown
Lead Product Scientist
Customer Care, Qualtrics

19 // Qualtrics 2025 Consumer Trends Report // AI hype gives way to skepticism

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 ‘‘You’ve got to start with the human
experience & work backwards to the
technology - not the other way round.”
MANDIA MOÏSE
CRM & CUSTOMER EXPERIENCE MANAGER
SPEAKING AT X4 SALT LAKE CUITY, 2024

20 // Qualtrics 2025 Consumer Trends Report // AI hype gives way to skepticism

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 05

TREND 5

Today’s consumers
want privacy
and personalization

PERSONALIZING THE EXPERIENCE REMAINS VITAL –

BUT IT CAN’T BE HEAVY-HANDED

When it comes to improving the experience at scale, Because while customers want personalization, few PERSONALIZATION IS A DIFFERENTIATOR,
BUT TREAD CAREFULLY
customer feedback – direct, indirect, behavioral, feel comfortable with organizations using the types of
operational – is worth its weight in gold. The more you data they’d need to do so, which puts businesses in a
know about customer preferences and habits, the better tricky spot.
64%
of consumers prefer to buy from
informed your decisions will be to improve the experience
Consumers want personalization, but they also want companies that tailor their
and the likelier you become to foster the kind of long-term
privacy, so businesses must find a way to personalize experience to their wants and needs
loyalty that’s so hard to come by.
experiences without coming across as heavy-handed.
And most consumers welcome the outcome – 64% of Failure to do so may result in consumers withholding their 53%
consumers prefer to buy from companies that tailor their personal information, making it hard for businesses to are highly concerned about the
experiences to their wants and needs. see the full picture and make effective decisions. privacy of their personal information

The catch is, when it comes to choosing between Similarly to AI, we found that trust in an organization had
Consumer trust in an organization significantly impacts
personalization and privacy, the answer isn’t black a big influence on how comfortable consumers
their comfort level with sharing their data. We found an
and white. feel about it capturing personal information to improve
+11% pt increase in comfort levels among consumers who
the experience.
trust the organization compared to those who don’t.

21 // Qualtrics 2025 ConsumerTrends Report // Trend 5: Today’s consumers want privacy and personalization

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 05

The view on
the ground

ANALYSIS ADVICE ADVICE

Our findings show regulation can To navigate this delicate balance, brands Consumers are protective of their
really help to provide consumers must prioritize transparency and control. personal data - while they enjoy
with the balance they want between Consumers are more likely to share their personalization where it offers them
personalization and privacy. We found data when they understand why it’s convenience, there is also the ‘uncanny
that privacy concerns are lowest in needed and have the power to choose valley’ where they feel creeped out by a
EMEA, where consumers are protected how it’s used. Zero-party data, which company seemingly holding too much
by the GDPR and AI act. customers voluntarily provide — such data on them. In many instances it
as by answering preference questions might be better to provide the benefit
Leonie Brown during onboarding — is a powerful of personalization (accurate
Lead Product Scientist way to gather the information needed segmentation, enhanced service
Customer Care, Qualtrics for personalization while reassuring responses) without making the
customers they retain agency over personalization itself too explicit.
their data.
Leonie Brown
Isabelle Zdatny Lead Product Scientist
Head of Thought Leadership Customer Care, Qualtrics
Qualtrics XM Institute

22 // Qualtrics 2025 Consumer Trends Report // Trend 5: Today’s consumers want privacy and personalization

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 ‘‘When balancing competing requirements of personalization,
privacy concerns, and the cost of serving, the goal is to find
the sweet spot with your customers not for them. Co-create
experiences centered around the moments that matter to
build human connection and identify when self-service is
preferable. Test prototypes with different customer segments
and personas and pilot with a diverse audience to avoid
unintended “creep” factors. Engage with your data security
team early and often!” MARY CATHERINE PLUNKETT
VICE PRESIDENT, CUSTOMER SUCCESS DESIGN
CUSTOMER SUCCESS ORGANIZATION (CSO)

23 // Qualtrics 2025 Consumer Trends Report // Trend 5: Today’s consumers want privacy and personalization

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 Methodology

The data for this report comes from a global consumer

study conducted by Qualtrics XM Institute in the third
quarter of 2024. Using an online survey, XM Institute
collected data from 23,730 consumers across 23
countries/regions: Australia, Brazil, Canada, China,
Denmark, France, Germany, Hong Kong (China), Ireland,
India, Italy, Japan, Mexico, Netherlands, New Zealand,
the Philippines, Singapore, South Korea, Spain, Sweden,
the United Arab Emirates, the United Kingdom, and the
United States. To ensure that the data was reflective
23,730 CONSUMERS ACROSS
of the population within those countries, we set quotas 23 COUNTRIES/REGIONS
for responses to match the gender, age, and income
demographics of each country.

24 // Qualtrics 2025 Consumer Trends Report // Methodology

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 2025 consumer
trends by region

While exploring these global consumer trends, you may

have wondered about regional differences. Do these
trends hold true everywhere?

Even though this data spans 20 industries and 23

countries/regions, our analysis revealed remarkable
consistency across markets. While some nuances
exist – which we have highlighted below – none of these
differences are stark enough to merit different strategies
for different regions.

For a deeper dive into this consumer data, stay tuned for
upcoming XM Institute reports with detailed industry and
country breakdowns.

25 // Qualtrics 2025 Consumer Trends Report // Trends by region

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 EMEA

While satisfaction in EMEA closely SATISFACTION TRUST RECOMMEND PURCHASE MORE

matches global averages, these
consumers are less likely to
demonstrate the three loyalty behaviors,
particularly likelihood to purchase more,
REGION REGION REGION REGION
where they fall -4.0 %pts below the
-0.7% PTS -3.2% PTS -2.2% PTS -4% PTS
average. VS GLOBAL VS GLOBAL VS GLOBAL VS GLOBAL

Perhaps the most notable finding here

is that, while EMEA consumers show the
lowest levels of trust in organizations
to use their personal information 75% EMEA 70% EMEA 68% EMEA 65% EMEA
responsibly (28%), they are also the 76% GLOBAL 73% GLOBAL 70% GLOBAL 69% GLOBAL
least concerned about privacy (42%)
and misuse of personal information
(39%). This is likely due to the strong
data protection afforded by regulations
like GDPR and the AI Act, which give
consumers more control over their data
and hold organizations accountable
for responsible data handling and AI
development.

26 // Qualtrics 2025 Consumer Trends Report // Trends by region

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 APJ

Consumers in APJ have a more However, you’ll still need to make SATISFACTION TRUST
optimistic outlook on their experiences. clear you’re using their personal data
While their satisfaction and recommend responsibly – 60% have high concerns
scores are in line with other regions, about the privacy of their data.
both their trust and purchase more
Perhaps some of this openness to REGION 75% APJ REGION 76% APJ
metrics are almost 3%pts higher than
AI stems from dissatisfaction with -0.7% PTS 76% GLOBAL +2.9% PTS 73% GLOBAL
the global average. VS GLOBAL VS GLOBAL
human employees. We found that
This optimistic attitude also extends when experiences go poorly for APJ
to AI. Consumers in APJ feel the most consumers, they are more likely to cite
comfortable using AI to complete employee interactions than consumers
common activities, exceeding the in any other region (+8%pts higher than
global average by +9%pts. This isn’t global average).
RECOMMEND PURCHASE MORE
too surprising given their high rate of AI
adoption, with over two-thirds saying
they’ve used it at least once. In fact, we
found that APJ consumers with prior AI
experience are 1.6x more likely to feel REGION 71% APJ REGION 72% APJ
comfortable using AI for those common -0.2% PTS 70% GLOBAL +2.9% PTS 69% GLOBAL
VS GLOBAL VS GLOBAL
tasks compared to those who haven’t.
Their comfort with AI is further shown
by the fact that, when asked about their
concerns with AI, consumers in this
market were the most likely to select
none of the above.

27 // Qualtrics 2025 Consumer Trends Report // Trends by region

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 NORTH AMERICA

Consumers in North America generally This hesitancy around AI may stem from SATISFACTION TRUST
align with global benchmarks. Besides a lack of trust in the information the AI
a slight overperformance in satisfaction provides. North American consumers
(+1.8%pts above the global average), express significantly higher concerns
there are no significant deviations in the about the trustworthiness of the
REGION 78% AMR REGION 72% AMR
other key CX metrics. information generated by AI compared
+1.8% PTS 76% GLOBAL -0.9% PTS 73% GLOBAL
to other regions (+11%pts higher than VS GLOBAL VS GLOBAL
When it comes to AI, however, there is a the global average). They are also more
clear need for improvement. Along with concerned about the potential for poor
EMEA, consumers in North America are interaction quality with AI, with 47%
least likely to trust organizations to use reporting concern (+6%pts higher than
AI responsibly (just 20%). Compared to the global average).
the global average, these consumers are
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also less likely to have used AI before.
Organizations still have significant
work ahead of them to earn consumer
trust around AI and encourage greater
adoption for everyday tasks. REGION 70% AMR REGION 69% AMR
-0.3% PTS 70% GLOBAL +0.2% PTS 69% GLOBAL
VS GLOBAL VS GLOBAL

28 // Qualtrics 2025 Consumer Trends Report // Trends by region

Ana Carolina Ferrari Bonifácio - [email protected] - CPF: 431.215.308-60

 LATIN AMERICA

Consumers in Latin America have and privacy, businesses will need SATISFACTION TRUST
the most positive outlook in 2025, to demonstrate transparency and
with all CX metrics well above the responsible data practices to earn
global average. consumer trust.

This positive sentiment extends to AI, Latin American consumers REGION 79% LATAM REGION 77% LATAM
with 74% of consumers already having demonstrate the strongest preference +3.4% PTS 76% GLOBAL +3.6% PTS 73% GLOBAL
VS GLOBAL VS GLOBAL
used it. Notably, these consumers for empathy during their interactions,
express the lowest levels of concern with 47% prioritizing it – +14%pts
regarding AI, particularly around extra higher than the global average.
effort required (21% concerned), poor
interaction quality (35% concerned),
and lack of a human being to connect
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with (43% concerned).

This optimism, however, doesn’t give

businesses carte blanche to do what
they wish with their data. 71% of REGION REGION
77% LATAM 75% LATAM
consumers express high concerns +6.9% PTS 70% GLOBAL +5.5% PTS 69% GLOBAL
around the privacy of their personal VS GLOBAL VS GLOBAL

information – the highest percentage

across all regions. This is particularly
noteworthy given they also have the
strongest desire for personalization,
with 73% saying they’d prefer it
(+9%pts above the global average).
To successfully balance personalization

29 // Qualtrics 2025 Consumer Trends Report // Trends by region

Ana Carolina Ferrari Bonifácio - [email protected] - CPF: 431.215.308-60

 Empower everyone in your organization to delight customers, create
high-impact teams, and design beloved products with AI-powered Qualtrics
Experience Management (XM).

Ana Carolina Ferrari Bonifácio - [email protected] - CPF: 431.215.308-60