The remote control is also a ballot
52 percent say they would pay more for brands that are open about how they use data in AI.
One in four has cancelled a subscription because they were unhappy with how their data was used.
When 11,000 consumers in seven countries were surveyed, 24 percent had cancelled a subscription because they disliked how their data was used in AI. In total, 47 percent had taken at least one step that cost the company money.
The survey by Usercentrics also shows that 52 percent would pay more for brands that are open about how they use data in AI. Consent has become a competitive edge, and openness is starting to pay off.
Sources: CancelFlow (Usercentrics, State of Digital Trust 2026), 20. august 2026 (opens in a new tab); Forbrukertilsynet, 27. mai 2026 (opens in a new tab)
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