Brussels: A new study commissioned by Proximus Global has highlighted the growing threat that digital fraud and AI-generated scams pose to brand trust, revealing that consumers are increasingly wary of online communications from companies.
The research, conducted by Forrester Consulting, part of Forrester Research, surveyed 1,673 digital users aged 18–64 globally for the report titled “Rebuilding Trust in a High Fraud Digital World.” The findings indicate that digital channels used by brands to interact with consumers are becoming increasingly vulnerable to sophisticated fraud attempts driven by artificial intelligence.
According to the report, one in five consumers now faces fraud attempts every week, while 85% of digital users say they would stop engaging with a brand after experiencing fraud associated with it. The study underscores how fraud has moved beyond a reputational risk to become a serious threat to brand loyalty and long-term customer relationships.
Social media has emerged as the primary channel for digital deception, accounting for 50% of reported fraud cases. At the same time, it ranks among the least trusted digital platforms, with only 19% of respondents expressing confidence in the channel.
The research also highlights growing anxiety around AI-generated content. Nearly 63% of users said they do not trust AI-generated output, while 75% believe that AI in the wrong hands could accelerate fraud and misuse across digital platforms.
For consumers who have experienced fraud connected to a brand, trust appears difficult to rebuild. The study found that only 15% of fraud victims continue to engage with or purchase from a brand after such incidents. Even after resolution efforts, the damage often persists, with 57% of victims requesting refunds and 43% warning friends and family about the brand.
Commenting on the findings, Seckin Arikan, CEO, Proximus Global, said: “Brand loyalty today is extremely fragile. A single fraud incident can irreversibly damage trust overnight, with most victims ready to walk away from a brand immediately after. Enterprises must treat security and authentic engagement as their most aggressive growth strategy. Trust is the driver of platform adoption, evoking positive user sentiments that translate into higher advocacy, recommendations, and continued engagement.”
The report suggests that as AI-powered fraud becomes more widespread, companies will need to prioritise stronger digital security, verification systems and transparent communication strategies to protect consumer trust and safeguard their brand reputation in an increasingly complex digital environment.
