Herndon, Virginia – January 14, 2026 – Sogolytics, the leading enterprise experience management platform, today released The Sogolytics Experience Index: Customer Edition (CX) 2026, revealing a critical trust deficit as companies race to automate customer experiences. The comprehensive national study of 1,011 U.S. adults shows that while businesses embrace AI for efficiency, consumers remain deeply skeptical — with more respondents saying AI harms customer experience (22%) than improves it (19%). 

The Trust Crisis: One Mistake Can Cost Everything 

The report exposes how fragile customer loyalty has become in an era of automation and data concerns. Nearly half of consumers (47%) would immediately stop using a company if they discovered it sold their data without consent, while 33% are likely to switch to a competitor after just one negative experience. 

“We’re seeing a clear trust gap emerge between companies and their customers,” said Haris Azmi, Chief Revenue Officer at Sogolytics. “As organizations accelerate their use of AI and automation, many are overlooking how essential human empathy and responsible data stewardship remain to the customer experience. When trust is compromised through poor automation or mishandled data, the impact on loyalty can be immediate and lasting.”

AI Adoption Outpaces Customer Comfort 

While 43% of consumers expressed willingness to use AI tools for faster services, significant barriers remain: 

• 39% worry about accuracy and reliability 
• 39% cite privacy and data security risks 
• 37% fear loss of empathy and human connection 
• 35% struggle when AI can't handle complex issues 

The generational divide is stark: 50% of Gen Z and 49% of Millennials are open to AI assistance, compared to just 27% of Boomers, a demographic with considerable concerns about AI accuracy (54%) and privacy risks (50%). 

Where Human Touch Remains Non-Negotiable 

The research identifies critical moments where automation fails and human interaction becomes essential: 

• Healthcare and medical consultations (54%) 
• Emotional or sensitive situations (47%) 
• Financial discussions or negotiations (46%) 

"The data is clear: AI can enhance convenience, but it cannot replace human judgment in high-stakes, emotionally charged, or complex situations," added Haris Azmi. "Companies that eliminate human support in these areas risk losing customer trust entirely." 

Data Protection Emerges as Top Priority 

Looking ahead to the next decade, consumers sent an unambiguous message about their priorities: 

• 44% prioritize cost reduction 
• 43% demand stronger data protection 
• 27% want better balance between automation and human interaction 
• 72% demand greater transparency about data usage 
• Only 47% currently trust companies to protect their personal information 

The findings reveal that trust depends on three interconnected factors: honest communication (42%), respectful treatment (39%), and fair, transparent pricing (35%). When companies fail on any of these dimensions, loyalty quickly evaporates. 

The Satisfaction Gap: Great Moments Don't Equal Great Experiences 

While 40% of consumers report satisfaction with their most recent interaction, only 24% are satisfied with typical experiences they receive. The16-point gap highlights a fundamental inconsistency in service delivery across industries. 

Financial services and entertainment take the lead in overall CX quality, while telecommunications and travel and hospitality rank lowest, reflecting ongoing frustrations with reliability and communication. 

Five Critical Actions for Building Trust in 2026 

Based on the findings, Sogolytics identifies five imperatives for companies: 

• Protect customer data as a non-negotiable foundation – Privacy must come before personalization 
• Preserve human touchpoints in high-stakes situations – Healthcare, finance, and emotional issues require empathy 
• Ensure AI accuracy and accountability – Automation must work reliably or offer immediate human escalation 
• Demonstrate transparency in all practices – Show customers exactly how their data is used and protected 
• Deliver consistent experiences – One great interaction means nothing if the next ten disappoint 

Methodology 

The survey was conducted in October 2025 and included 1,011 U.S. adults with quotas ensuring balanced representation by age, gender, and region. Respondents were required to have had at least one meaningful customer experience within the past 12 months to qualify. Industry quotas ensured proportional representation across key sectors including financial services, healthcare, retail, technology, travel and hospitality, government, and entertainment and media. 

About the Report  

The Sogolytics Experience Index: Employee Edition (EX) 2026 is part of Sogolytics’ annual and quarterly research series exploring the evolving dynamics of experience management across customers, employees, and communities. The study reflects Sogolytics’ commitment to producing trusted, statistically sound insights that help organizations listen deeply, act confidently, and build meaningful change.