Customer trust erodes amid AI-driven message overload, says CX expert
CALIFORNIA, UNITED STATES — As brands scramble to connect with consumers in an era of constant digital noise, customer trust is increasingly at risk, according to a thought leadership article from Customer Think.
Katie Costanzo, who wrote the article, is the President of Customer Experience at CSG, overseeing product, sales, and services. Before CSG, she held leadership roles in customer success and managed services and strategic accounts.
Overwhelmed by fragmented systems, AI fatigue, and the pressure to personalize at scale, companies are discovering that loyalty is harder to earn than ever.
According to CSG’s 2026 State of Customer Experience report, “65% of consumers worry they will miss important messages because they ignore brand communications, a concern that rises to 76% among parents with children under 18.”
The study also found that “59% have deleted critical messages after mistaking them for marketing outreach,” while 34% have stopped buying from brands due to excessive contact, including 42% of Gen Z consumers.
These figures highlight the stakes for businesses navigating a noisy market where overcommunication can backfire.
The new rules of customer loyalty in 2026
Customer loyalty no longer hinges on volume. The same report emphasizes that “70% of consumers agree brands send so many messages, they have stopped paying attention to what the brand is trying to say.”
Yet, there is a path forward according to Costanzo: “Eighty-three percent of consumers could receive messages from a brand once a week without feeling overwhelmed, and they would not unsubscribe if those messages were brief and easy to understand (53%) or were relevant to their interests (49%).”
Experts suggest brands focus on empathy and execution, using insights to act on customer needs and deliver tangible value in real time. This involves harmonizing internal systems, streamlining communication, and prioritizing quality over quantity.
A unified view of the customer allows teams to coordinate across marketing, service, and operations, ensuring every interaction feels intentional and human.
From overload to opportunity
AI fatigue compounds the problem, with EY’s AI Survey (2024) noting that “53% of brand leaders say their employees feel overwhelmed or exhausted by the constant influx of AI information and initiatives.”
Leaders are encouraged to apply AI only where it simplifies the experience, reducing friction, improving resolution times, or freeing staff for higher-value interactions.
This insight is particularly relevant. Companies managing multi-channel customer support must prioritize system alignment and empathy, not just automation.
Outsourcing partners who integrate data, maintain consistent communication, and leverage predictive analytics will be better positioned to foster lasting trust.
In a market saturated with noise, the brands and service providers that cut through clutter with coherent, personalized, and empathetic engagement will emerge as leaders in customer loyalty.
