Half of US consumers prefer brands that skip GenAI content. Find where personalization, disclosure and agent permissions break customer trust.

The Gist

Liability sticks. Air Canada learned in 2024 that a company answers for what its chatbot tells customers, and agents with broad system permissions raise that exposure.

Humans stay essential. In a 2026 Gartner survey, 87% of customers said companies using GenAI for service must offer a way to reach a human agent.

Oversight needs authority. A reviewer needs the information, power and time to challenge an AI recommendation, or the human in the loop becomes a final click.

Rules are live. EU AI Act disclosure duties have applied since Aug. 2, 2026, and California and Colorado automated-decision rules take effect Jan. 1, 2027.

AI is now used to create marketing content, personalize offers, answer customer questions and make recommendations that can affect what people see and do.…