Salesforce Connections 2026 - if Marketers trust agentic AI, but customers don't, what's to be done? You need an ECSIT strategy, says MIT

So, here’s a problem for all the attendees at last week’s Salesforce Connections conference for Marketers in Chicago took home with them - research suggests that 81% of professionals trust agentic AI with their customer data. One problem - only 36% of customers, the people you’re marketing to, agree with that sentiment.

Trust and AI are, of course, handcuffed together in an tense eternal tango, with the falling trust levels reported by various surveys suggesting that one of them is still out of step with the other. So how is this tension to be addressed? How can customers/buyers come to accept that agents are trustworthy?

Doctor Renee Gosline, is Senior Lecturer at the MIT Sloane School of Management, where she leads the Human First AI group. Part of MIT's wider initiative on the digital economy, Gosline approaches the trust issue though through a behavioral science lens:

I try to figure...

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