London, UK — August 8, 2025
In short: KPMG’s 2025 global AI study reveals growing trust concerns among travelers as AI adoption rises.
[Paragraph 1 — THE NEWS: 70 words] According to KPMG’s 2025 global AI study, while 66% of respondents now use AI regularly, only 46% are willing to trust it. Notably, trust levels have decreased as AI adoption has increased, indicating a disconnect between usage and confidence. The study surveyed 48,000 individuals across 47 countries, highlighting that the rising acceptance of AI is accompanied by heightened apprehension about its reliability and potential risks.
[Paragraph 2 — INDUSTRY CONTEXT: 70 words] This trend is particularly pronounced in the travel industry, where AI is increasingly used for personalized recommendations, fraud detection, and customer service. Competitors like Google’s Travel AI and IBM’s Watson Travel are already leveraging AI to enhance user experiences, but the study suggests that the travel trade professionals must address the trust gap to fully capitalize on AI’s benefits. The findings underscore the need for transparency and clear communication about AI’s capabilities and limitations to build consumer trust.
TMCs managing European corporate accounts should prioritize transparency in AI-driven travel recommendations to mitigate trust concerns. Airport lounge operators in major hubs like London and New York must ensure that AI-assisted customer service maintains high reliability to avoid customer dissatisfaction. The study suggests that travel brands should invest in AI explainability tools to clarify how recommendations are generated, thereby addressing the growing trust deficit.
What is AI’s role in travel?
AI is used for personalized travel recommendations, fraud detection, and enhancing customer service in the travel industry.
Which travel trade segments are affected?
TMCs, airport lounge operators, and travel brands that utilize AI for customer interactions are most affected by the trust concerns highlighted in the study.
When does this issue arise?
The trust gap between AI adoption and acceptance is a current trend, not tied to a specific future date.
How can travel professionals address this?
By implementing transparent AI systems and educating customers about how AI is used in their travel experiences, travel professionals can build and maintain trust.
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