Rising AI-generated output and scams across online channels are fueling distrust in brand communications among consumers.
Brussels – 10th March 2026 – Fraud’s impact on brand loyalty has transitioned from a hypothetical to existential threat for brands. New research from Forrester Consulting, part of research and advisory firm Forrester Research, commissioned by Proximus Global, the digital communications company, reveals digital channels used by brands to engage with consumers are fraught with more sophisticated AI-generated scams than ever. These scams are increasingly jeopardizing the trust consumers place in brands online, and in many cases, spurring consumers to retaliate against the brands they feel they have been wronged by.
The report, “Rebuilding Trust in a High Fraud Digital World,” which surveyed 1,673 digital users globally (aged 18-64 years), found one in five consumers now face weekly fraud attempts. It also reveals 85% of digital users will stop engaging with a brand after a fraud incident. Other findings include:
- Social media, the primary battleground for digital deception, now accounts for 50% of reported fraud cases and is also one of the least trustworthy channels, trusted by only 19% of respondents.
- The rise of AI-generated output is fueling deep consumer anxiety with nearly two-thirds of users (63%) not trusting AI-generated output, and 75% are concerned AI in the wrong hands will accelerate fraud and misuse.
- Trust breaks first and fast among fraud victims: only 15% of fraud victims continue to buy from or engage with a brand after a fraud associated with it across online channels. Even after resolution attempts are made, a single fraud event casts a long shadow over customers’ relationship with a brand, with 57% of victims requesting refunds and 43% warning friends and family about the brand.
Seckin Arikan, CEO, Proximus Global says: “
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.
Read the full Proximus Global Digital Trust Index Study 2026 by Forrester Consulting, here.
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