03 Trust in Tomorrow’s Tech

AI and other innovations fundamentally transform how people search, shop, and interact with businesses. From personalized shopping and digital ID to the rise of digital currencies, these advancements redefine trust in the digital economy.

Trust in AI

AI is already embedded – almost two-thirds of consumers have used it in interactions with the digital economy.

Unsurprisingly, Gen Z is more comfortable using AI than other generations.

Various AI technologies shape how consumers search and discover in the digital economy.

Have Tried AI
Trust AI

Although voice search is the most tried and tested, less than a quarter of those who tried it trust it.

Have Tried AI
Trust AI
00%
80%
Gen Z
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  1. 0%
    0%
  2. 0%
    0%
  3. 0%
    0%
  4. 0%
    0%
  5. 0%
    0%
Voice Search
Image Search
Product recommendations
Virtual try-on
Price monitoring

I like trying new tools that can help me find what I’m looking for – it can be fun as well as helpful... but not all of them are helpful. Some can be a bit patchy, which means on balance, I wouldn’t say I trust all consumer AI tools yet.

Mike

64, Toronto

AI risks

The United Kingdom is the most concerned about AI-generated social engineering.

Deepfakes are a concern for consumers in Spain – more so than in any other country.

Privacy tops the list of concerns when it comes to AI

GDP PPP PC
  1. $0
  2. $20,000
  3. $40,000
  4. $60,000
  5. $80,000
  6. $100,000
  1. 10%

  2. Concerns about AI-generated social engineering

  3. 70%
checkout.com insights

As artificial intelligence continues to shape the digital economy, trust remains the ultimate currency

By countering risks and underpinning security, businesses can convert cautious consumers into confident participants.

Trust in Digital IDs

Most consumers are comfortable with using a Digital ID.

More consumers believe Digital IDs would bolster trust in online transactions.

Consumers believe Digital IDs will be the way they pay in the future.

0%
Comfortable
0%
Not sure
0%
Uncomfortable

At the end of the day, it’s about meeting the customer where they are at, and providing choice at the moment of payment which will translate into more sales and a better customer experience.

Andres Treviño

Zone Payments Management AVP at L’Oréal

Trust in digital currencies

How do people feel about Central Bank Digital Currencies (CBDCs)?

More people are concerned about CBDCs than believe they are the future of money.

But even more people are just confused about CBDCs.

  1. 22%
    Optimistic
  2. 34%
    Concerned
  3. 44%
    Confused
checkout.com insights

According to Atlantic Council, 134 countries and currency unions are exploring CBDCs – a significant increase from 35 countries in 2020

Of these, 65 countries are in advanced stages of exploration: development, pilot, or launch. To earn trust it will be critical for governments to run clear informational campaigns for citizens.

Tech-Driven Online Safety

Is technology making online transactions safer? It’s too close to call.

Consumers in the United Arab Emirates, Saudi Arabia, and China are most confident things will get safer.

0%
Believe it won’t
0%
Aren’t sure
0%
Believe it will
GDP PPP PC
  1. $0
  2. $20,000
  3. $40,000
  4. $60,000
  5. $80,000
  6. $100,000
  1. 10%

  2. Confidence in safer online transactions

  3. 70%
Key takeaways

As AI scams and deepfakes evolve, so too will businesses

Protecting your business and customers means rethinking how you verify, communicate, and respond.

  1. Don’t rely on what you see or hear

    Sophisticated deepfakes can mimic voices and faces. Always verify sensitive requests through a second, secure channel – like a known phone number or internal system.

  2. Strengthen your identity checks

    Use layered verification for high-risk actions. That might include multi-factor authentication (MFA), biometric checks, or secure document verification – not just passwords or email links.

  3. Train your team to spot the signs

    Frontline employees should know how to recognize red flags – like urgent money requests, unfamiliar domains, or unusual phrasing. A quick pause can prevent a costly mistake.