Posted by Bengaluru: As the adoption of Agentic AI is increasing, a new Genesys study has found a critical disconnect between how companies govern AI and what consumers need to feel safe using it. Though, 80% of consumers want clear rules around AI use, only 31% of business leaders say their organisations have comprehensive policies in place.
Agentic AI, which refers to systems that can think, act and make decisions independently, is increasingly being used to improve customer experience. According to the study, 91% of customer experience (CX) leaders believe this technology will help their organisations deliver faster and more personalised service. However, the lack of formal oversight poses risks to consumer trust, brand reputation and compliance.
“Agentic AI is opening up exciting new possibilities for how organisations serve their customers, but earning consumer trust has to grow alongside that progress,” said Olivier Jouve, CPO – Genesys, a global cloud leader in AI-Powered Experience Orchestration.
“As these systems take on more responsibility, it’s essential that businesses stay transparent and accountable in how they’re used. With the right guardrails in place from the start, companies can build lasting confidence by responsibly innovating customer experiences that deliver new levels of personalisation and effectiveness,” added Jouve.
The study found that while over 90% of CX leaders agree that strong governance is vital to protect reputation and customer loyalty, 35% report having little to no governance in place. Worryingly, 28% of those without any policy still feel ready to implement agentic AI.
Consumer concerns focus on data usage and reliability. The top issue cited was lack of clarity on how AI handles personal information. Additionally, 37% of consumers believe AI may fabricate information, a view supported by 59% of CX leaders.
Trust in agentic AI remains fragile. While 81% of CX leaders are comfortable using it with sensitive data, only 36% of consumers agree. More than half of consumers say they do not mind whether AI or a human resolves their issue, as long as it is done quickly and effectively.
To gain trust and innovate responsibly, businesses must prioritise transparency and consumer-centred governance.
Genesys worked with an independent research firm to survey 4,000 consumers and 1,600 CX and IT decision-makers in more than 10 countries. The survey was conducted in June 2025.