Consumer concerns about how businesses handle their data and use AI

• The majority of consumers are worried about digital issues such as the security of data they share (72%), how businesses collect and use data about them (71%), and how businesses use AI in ways that affect them (69%).
• The most common reason consumers said they were concerned about the security of the data they share was the fear that their personal data is not kept secured by businesses and could be hacked, increasing their risk of being scammed.
• When asked ‘why’ they were worried about how businesses collect and use data about them, the top mentioned themes were about not knowing what businesses do with their data, the selling of their data to third parties and the lack of control they have.
• Consumers are also concerned about how businesses use AI in ways that affect them. This is driven by a range of perspectives; a general distrust in AI, a belief that AI makes mistakes or hallucinates in ways that affect them, and a belief AI is being misused by bad actors or bad companies. A small proportion of respondents mentioned the loss of human interaction as the reason for their concern.
• Around one in five UK adults said they are either not very or not at all worried about these issues (25% for the security of the data they share, 25% for how data about them is collected and used by businesses and 24% for how businesses use AI in ways that affect them). These consumers tend to be reassured by their own protective behaviours, trust in institutions or just a general sense of apathy or resignation.

The majority of consumers are worried about digital issues

Over the past fourteen years Which? has tracked the level of consumer concern about a range of consumer issues; food and energy prices, the value of their pension, product safety standards, being targeted by scammers and much more. Just over three years ago we started tracking the level of consumer concern about two digital issues; the security of the data they share, and how businesses collect and use data about them. More recently, in August last year, we started asking consumers if they are worried or not worried about how businesses use AI in ways that affect them as a consumer.

The majority of consumers say they are fairly or very worried about these issues. In May this year:

• 72% of UK adults said they are worried about the security of the data they share (26% very worried and 47% fairly worried),
• 71% said they are worried about how businesses collect and use data about them (26% very worried and 45% fairly worried), and
• 69% said they are worried how businesses use AI in ways that affect them as a consumer (31% very worried and 38% fairly worried).

Consumer concern about digital issues (all UK adults)

Whilst these concerns have always been high, there have been small increases in this concern over the past three years. This is most notable for concern about how businesses collect and use data about them, which was at 60% in August 2023, 63% in August 2024, 67% in August 2025 and was 71% the last time we asked this question in May 2026. 

Whilst these responses show that the security, collection and use of the data consumers share are areas of concern for them, this information alone cannot tell us why consumers feel this way. To get a better understanding of what is driving consumers’ concern (or lack of concern), we asked respondents in May 2026 to tell us why they responded either worried or not worried to these issues [1]. The rest of this article goes through these responses. 

Concerns about data security: fear of data being stolen and misused

We found that 72% of respondents said they were worried about the security of the data they share. When they were asked why they were worried, the biggest reason was the fear that their personal data could be hacked and that they could be subject to a scam. 

Data being accessed by criminals

Consumers are concerned that so much of their personal data is now stored online, increasing the risk that it could be hacked or stolen. At the same time, they question whether the information they share is not kept secure by businesses, leaving them feeling they are constantly at risk of being scammed. 

“I am very worried about data security because so much personal information is stored online now, from banking details to private conversations. You constantly hear about scams, hacks and data leaks.” Male, 35-44​​​

“The internet seems a dangerous area and many firms are not secure enough in their data handling and storage.” Female, 65+

“I imagine businesses want to collect as much data as possible, which criminals may be trying to access for criminal means.” Female, 25-34

Overall, the fear of their data being hacked, stolen and used by criminals to scam them was touched on by just over half of all respondents who said they were worried about the security of the data they share. 

Previous experience of scams/fraud

For some, these concerns are rooted in direct experience, with respondents describing how they had previously been scammed after their personal data was hacked or accessed without authorisation.

“I have been scammed by people who had unauthorised access to data that should have been secure.” Male, 65+

“I have had my credit card information hacked and used. My email has also been used fraudulently.” Female, 55-64

High-profile breaches increasing concern

For others, concerns are shaped by seeing repeated reports of large, trusted UK brands being hacked. If organisations that consumers expect to have robust security measures can suffer data breaches, respondents question whether any business holding their data can truly keep it safe, leaving them feeling that their own information could also be at risk.

“Because a couple of times every year there's a data breach in some big company - last year it was M&S and Jaguar, and before that NatWest Bank. Therefore I wonder if at some point there might be a breach that affects me personally.” Male, 65+

Concerns about how businesses collect and use data: lack of transparency, selling, and a lack of control

Similar to concern about the security of the data they share, seven in 10 respondents (71%) said they were worried about how data about them is collected and used by businesses. When asked ‘why’ they were worried, the top mentioned themes were about:

1. not knowing what businesses do with their data, 
2. the selling of their data to third parties, and 
3. the lack of control over what businesses do with their data.

Lack of transparency

A lack of transparency over how their data is collected, safely stored and used by businesses was a common driver of both consumers' concerns about the security of the data they share and how data about them is collected and used by businesses. 

“You never know where your data is stored and who can access it.” Female, 25-34

“[I’m worried] because I don't know where [my data] is going.” Male, 18-24

“[I] don't know what these tech bro companies do with my data, how they store and use it for their gain.” Male, 45-54

As these responses demonstrate, a significant proportion of consumers are worried about their data as they simply don’t know what is done with it and where it is being stored.

Selling of data to third parties

Whilst some respondents spoke of not knowing what is done with their data, many others pointed to specific practices they believe occur. The most dominant practices mentioned were the selling or sharing of their data to third parties and targeted advertising, with some respondents explicitly linking both these practices. 

“Businesses can use your data to bombard you with unwanted ads online. They can also sell you details to other businesses so that you have even more adverts.” Female, 65+

“I worry about my details being sold on to other parties.” Male, 65+

A major driver of this worry is the belief that their data is treated as a product. Many respondents suspect that businesses are not just collecting data to improve services, but to actively profit from selling it to unknown data brokers and third parties. This is especially worrisome when consumers feel like this practice takes place when they have not consented or asked for it not to be done.

“I feel these are then shared with third parties that I didn’t consent to.” Female, 35-44

“It concerns me that so many businesses seek permission to use the data they collect to profit from by selling it to other businesses.  This makes me wonder how many are doing this without seeking my consent.” Male, 55-64

Some of these respondents explicitly mentioned not trusting businesses to use their data ‘correctly’, with the perceived selling of their data as evidence of this. 

“I don't trust businesses to use my data in my interests or even to keep it secure. I suspect that my details are often shared with third party companies and this is why I often get spam in my inbox.” Male, 55-64

Many respondents spoke negatively of companies using their data for targeted advertising. Whilst some people spoke of it being a nuisance, others have a deeper concern about the extent to which it is done. 

“Sometimes I feel as though I am being targeted by every possible advert going.  I only have to hover over something on a business website to be bombarded with adverts for that product.  It's not how I want my data to be used.  I know they do need some personal information to create accounts etc but I think it's gone too far.” Female, 65+

“I care about my privacy- I don't want to be advertised to or surveilled in order to wring more money out of me.” Male, 45-54

“The amount of targeted advertising appears to be on the rise, to the point where sometimes it feels like mind reading - it is an invasion of my privacy.” Male, 25-34

A lack of control

Finally, a smaller number of respondents explicitly mentioned a lack of control over how their data is collected and used by businesses as a key aspect of their concern.

“So much personal information is stored online now, from banking details to private conversations… it feels like you have very little control over where your information ends up once you share it.” Male, 35-44

“I'm not fully in control of the data I share and I don't trust the businesses who collect it to be careful with it.” Aged 25-45

In summary, consumer worries about data security, collection and use are primarily driven by the threat of hacks and resulting scams, compounded by the uncertainty about who ultimately accesses their data and how it is used by companies and shared with third parties. This creates a feeling of powerlessness amongst many, as consumers feel they have relinquished control over their personal information to businesses who use it in ways that they don’t know, don’t like or don’t fully trust.

The majority of consumers are concerned about how businesses use AI for a range of reasons

A majority of consumers (69%) also said they were worried about how businesses use AI in ways that affect them as a consumer. When asked why, the most commonly mentioned themes were either a general distrust of ‘all things AI’ or touched on specific aspects of how AI works or how it is used by businesses.

Lack of trust

A significant proportion of respondents, around a third, expressed a broad, sometimes undefined, apprehension towards AI. A lot of comments simply said, “I don’t trust AI”.

“I absolutely detest AI.” Female, 65+

“Quite simply, I don't trust ANYTHING about AI.” Male, 65+

Many of these respondents talked about the technology advancing rapidly and doubting businesses’ intentions.

“They are getting very clever with AI now but I don't trust it and wouldn't use it at all.” Female, 65+

“I do not trust AI or the companies that use it.” Female, 65+

Mistakes and hallucinations

Many consumers are concerned about the reliability and accuracy of AI technology. They are concerned it makes errors, hallucinates, provides wrong information or other limitations. This makes them worry that businesses using AI could give them the wrong information or make mistakes or unfair decisions that can impact them.

“AI by default is an unknown and uncontrolled aspect of life, capable of making mistakes with great consequence because it's devoid of emotion and practical to fault.” Male, 35-44

“I think there will be too much reliance on AI and it could be biased or provide misinformation.” Female, 55-64

Intentional misuse by businesses or criminals

A significant proportion of consumers spoke viscerally about their worry about how businesses use AI. Rather than simply making mistakes, they are concerned with either bad actors (e.g. criminals) or bad companies using AI intentionally in ways that harm them. 

“AI can be abused and used to target customer details and commit fraud which is illegal and costs the country thousands of pounds.” Female, 35-44

“I think AI is open to abuse by companies and scammers.” Male, 35-44

“AI can easily exploit any situation, misuse customer data and compromise ethics a business has set up for itself.” Female, 18-24

Lack of authenticity

Some consumers said they are worried about the use of AI because they are concerned about not being able to tell what is real anymore. Many of these respondents linked this to an increase in their susceptibility to scams. 

“AI makes it harder to distinguish between something made by artificial intelligence and something made by a real person.” Female, 18-24

“You don't always know what's real anymore.” Female, 65+

“AI can be used to trick and scam.” Female, 55-64

The loss of human interaction

A very specific grievance many consumers mentioned is the frustration of dealing with AI customer service bots. Many consumers mentioned losing out on human interaction, empathy, nuance in how businesses respond to their particular situation or basic problem-solving.

“It's making it more difficult to get answers or help and more difficult to get to speak to a real person.” Male, 55-64

“AI removes personal interaction and can be challenging when you are trying to get help.” Female, 65+

Own protective behaviours, trust in institutions or just apathy or resignation drive consumers lack of concern about these digital issues

Whilst the vast majority of consumers said they are worried about these digital issues, we found that around one in five UK adults said they are either not very or not at all worried about these issues: 

• 21% of UK adults are not very worried and 3% not at all worried about the security of data they share, 
• 22% are not very worried and 4% not at all worried about how businesses collect and use data about them, and 
• 19% are not very worried and 5% not at all worried about how businesses use AI in ways that affect them as a consumer.

This lack of worry mainly stemmed from these consumers’ own protective behaviours or trust in institutions. In their minds, these two protective barriers help keep their data safe and ensure it is not misused by businesses. 

“I think all of the companies need to store and process it in accordance with the law.” Male, 25-34

“I trust the companies that hold any of my data to keep it safe.” Male, 55-64

“I am cautious and have safeguards on my computer and phone which block unknown numbers.” Female, 65+

“Because I am very careful of how and when I leave a footprint, especially online.” Female, 65+

The second most common reason why people weren't worried about their data was a sense of apathy that these digital issues are either not something they think about often or they feel their data isn’t sensitive enough for them to worry about. They view data collection as an unavoidable reality of modern life and believe they don't share anything interesting enough to cause personal damage.

“There has been nothing to worry me for years.” Male, 65+

“I don’t have much to lose and nothing to hide so I couldn’t really care much.” Female, 45-54

“I have bigger worries. It is not nice if companies are using my data but I can barely afford my monthly groceries at the moment.” Female, 25-34

There was also a sense of resignation and acceptance from other respondents that this is an inevitable part of digital life that they can’t control.

“There's little I can do about the security of the organisations with whom I share my data, so there's no point worrying.” Male, 35-44

“Feels unavoidable nowadays.” Male, 25-34

“I know that my personal data is sold between businesses but I don't believe that there is anything I can do about it.” Male, 65+

Summary

The majority of consumers harbour deep, interconnected worries about their personal data they share online. These worries are driven by overlapping themes: 

• Fear of fraud and scams: Consumers worry that poor data security exposes them to scammers, a fear compounded by seeing recent reports of large, trusted UK brands being hacked and concerns that criminals can use AI to create convincing fakes and scams. 
• A lack of transparency and control: There is widespread unease about what businesses do with their data behind closed doors, from selling data to third parties for targeted advertising to deploying AI that makes mistakes in ways that can impact them. 
• A fundamental lack of trust: Many feel powerless over their personal data they share and are sceptical of business intentions, with the rapid adoption of AI exacerbating this. 

In contrast, a smaller segment say they are unconcerned, relying on personal safeguards, institutional trust, or simply accepting these risks with a sense of apathy or resignation.

The range of opinions and concerns evidenced highlight the importance of ensuring consumers know how their data is used, trust that it is appropriately protected, and genuinely feel they can benefit from its appropriate application, in order to reduce levels of consumer worry and enable them to enjoy the benefits of personal data use. The high level of concern expressed and the identifiable key themes behind this can inform the direction of Which’s work in a range of markets in which data and AI play a part, helping us to target the issues most at the forefront of consumers’ minds. 

Methodology

Fieldwork for Which? 's Consumer Insight Tracker is conducted monthly by Yonder on behalf of Which?. The latest wave of data collection took place between 13th to 14th of May.  A sample of 2,074 UK adults were surveyed online and weighted to be nationally representative.

 Footnotes

[1] Of the respondents who said they were either worried or not worried about each of these issues, the vast majority provided a reason why when prompted (between 75%-85%). This means we received 1,632 responses about the security of the data they share, 1,539 about how businesses collect and use the data they share about them and 1,431 about how businesses use AI in ways that affect them as a consumer ↑.