Recent findings show that a majority of Russians, about 58%, prefer entrusting their personal data to representatives of commercial brands rather than to artificial intelligence systems. This insight comes from a study conducted by the consulting firm Rubicor, with the results summarized by socialbites.ca. The takeaway is clear: people still trust human representatives from recognizable brands more than automated AI processes when it comes to handling private information.
When respondents were asked who they trusted most with their personal data and preferences, 58% pointed to brand representatives directly, while 42% indicated a preference for services that rely on generative AI technology. This split reveals a strong inclination toward direct human interaction and brand accountability over automated, algorithmic handling of personal details.
Despite the general reluctance to share personal data with commercial firms, a notable portion of respondents is willing to disclose their buying preferences, especially if incentives are involved. About 78% admitted they do not want to share this information, yet nearly half of those surveyed, or 45%, expressed readiness to reveal purchasing tastes when offered discounts or personalized price breaks. The willingness becomes a bit more complex when framed as a potential benefit rather than a simple transaction.
Further breakdown shows 13% of participants are ready to discuss their preferences and tastes at the company’s request without any extra conditions. Meanwhile, 17% would share information only if there was a bonus or discount from the brand conducting the survey, and 15% would provide details when it would help in receiving personalized offers. This layered response pattern suggests a pragmatic approach to data sharing: people weigh tangible benefits and discounts against privacy concerns before taking the plunge.
People tend to trust the data more when it comes from familiar companies whose products or services they already use. Nearly 70% of respondents indicated they feel more comfortable sharing information with brands they recognize and engage with repeatedly. Conversely, about one in five participants are comfortable transferring their data only to well-known, established companies. A smaller segment, around 9%, stated that a company’s popularity is not important to them and that they would provide information to businesses of any size, regardless of brand reputation. These attitudes underscore a nuanced landscape where brand familiarity and perceived reliability shape data-sharing decisions.
Experts commented that the survey results reveal a cautious consumer base in Russia, with many respondents unwilling to disclose full personal details such as full name, gender, birth date and place, education, and marital status. Yet there is a notable openness to sharing consumer and taste data if it leads to better service and more relevant offers. This pattern points to a real opportunity for businesses to study customer behavior and cultivate stronger, more trust-based relationships with shoppers, potentially boosting lifetime value and profitability. The insights were highlighted by Kirill Sidorenko, managing partner at VBO Rubicor, co-founder and director of 1C Business Transformation, who emphasized the potential for brands to use consumer data responsibly to improve service and personalize offers.
In related developments, Vladimir Putin announced approval of an updated strategy aimed at advancing the development of artificial intelligence. The statement signals a continued emphasis on AI as a strategic priority for the country, with implications for how data and consumer insights may be leveraged in the future, alongside ongoing discussions about data privacy and user trust.