New Research From Relyance AI Finds Data Transparency in AI Now Rivals Price as a Driver of Holiday Purchasing Behavior and Brand Loyalty

84% of Americans say they will abandon or restrict use of brands that can’t trace personal data inside AI systems, and 76% would switch to competitors that provide clear AI transparency

SAN FRANCISCO--(BUSINESS WIRE)--Relyance AI, the first AI-native data security platform that tracks dynamic data flows in real-time from source code to AI models, today released an AI Data Ultimatum public opinion survey of 1,017 U.S. consumers to quantify how holiday shopping behavior is impacted by brand management of personal data in AI systems. Findings reveal that Americans are entering the holidays stressed, skeptical, and more digitally exposed than ever – conditions that dramatically raise expectations for how brands handle personal data inside AI systems.

“AI has pushed data risk into every corner of a business, and consumers are increasingly aware of the exposure this creates from a personal data privacy perspective,” said Abhi Sharma, Relyance AI CEO and co-founder. “The only way to earn consumer trust is to show, not tell. Brands must be able to trace personal data through every AI system they deploy, because visibility isn’t a compliance feature anymore – it’s a competitive differentiator that retains customers, safeguards revenue, and protects brand equity.”

Holiday Shoppers Are Fully Online – and Feeling Strained

Americans are entering the gifting season emotionally depleted and digitally exposed, with most planning to shop online. Feeding more personal data into systems during periods of high stress and emotional depletion sets the stage for a fragile purchasing environment.

• Only 31% of respondents describe themselves as joyful or energized during this holiday season, with 34% entering the season in a negative emotional state.
• The majority (82%) plan to buy holiday gifts online, and nearly half (49%) say they will do most or all of their shopping digitally.

AI Opacity Emerges as a Direct Threat to Customer Loyalty

The results underscore a deep consumer concern that companies cannot control personal data once AI enters the workflow. AI data risk is no longer theoretical to shoppers – it’s shaping purchase decisions and impacting market behavior as a whole. When asked about companies losing control of personal data inside AI systems:

• 82% call it a serious problem, with 43% saying it is very serious.
• 81% believe brands are likely training AI models on personal information without full disclosure.

If a brand admits it cannot trace where personal data goes in AI, the public response is swift and unforgiving:

• 84% abandon the brand or significantly reduce engagement.
• A large share (52%) say they would consider joining a legal action.

Transparency as a Competitive Edge, Especially Among High-Spend Customers

Companies that offer meaningful transparency unlock massive upside. When faced with a choice between the lowest price and knowing exactly where their data goes, Americans are putting transparency on equal footing with price. Findings reveal that the switching incentive is most substantial among the customers who matter most to holiday revenue; those spending between $250-$1,000 and those planning to spend over $1,000 on holiday gifts.

• Given a direct trade-off, consumers are split 50/50 between transparency and price, with 50% choosing the brand that shows exactly where their data goes, and 50% choosing the brand with the lowest price.
• For shoppers spending $250–$1,000, 55% choose transparency over price; for those spending $1,000+, 56% would prioritize transparency.
• 76% of Americans say they are likely to switch to a competitor that provides meaningful AI data transparency, even if it means higher prices.
• Among respondents planning to spend over $1,000 this season, that figure jumps to 86%, with roughly 37% of the highest spenders saying they are very likely to switch.

Customers Want Proof, Not Promises

Consumers draw a hard line between vague assurances and verifiable proof: When asked directly, 84% say companies should be required to prove they can trace where personal data goes inside their AI systems. When asked to choose between elements of AI-era transparency they would most like to see companies taking on:

• 37% say brands must prove their data was not used to train AI.
• 36% want a clear map showing exactly where their data goes.
• 17% prioritize real-time detection of misuse or anomalies.

“We’re watching a new trust threshold take shape,” said Jon Cohen, Founder and CEO of TrueDot.ai. “As consumers become more aware of how AI handles personal data, companies that can’t explain those data flows are already putting trust and loyalty at risk – and the window to get ahead of that expectation is narrowing.”

​​The AI Data Ultimatum is a nationally representative survey of 1,017 U.S. consumers aged 18+, conducted in December 2025 by TrueDot.ai on behalf of Relyance.ai. The margin of error is +/- 3.2 percentage points at a 95% confidence level.

About Relyance AI

Relyance AI is the first AI-native data security platform that tracks dynamic data flows in real-time from source code to AI models. While legacy tools miss the majority of risks by only scanning static data, Relyance AI continuously monitors how sensitive data moves through modern architectures, catching policy violations in real-time and unifying enforcement across security, privacy, and AI governance. Trusted by Coinbase, Notion, Canva, ClickUp, Bolt, and Yelp, Relyance AI helps organizations deploy AI confidently while maintaining complete control over their most critical asset: their data. For more information, visit www.relyance.ai.