1.While AI adoption is accelerating, trust seems to be lagging. Why do you think consumers are hesitant to embrace AI-powered solutions?
Because the pace of AI is so fast and the stakes so high, consumers often feel left in the dark. Transparency is inconsistent, and people want to know what these tools are doing, how their data will be used, and whether a human is involved—since we tend to trust people more than “black box” technology. That’s why human oversight and empathy are crucial. When AI feels purely automated or emotionally detached, trust erodes. On top of that, today’s consumers expect intuitive, seamless experiences; if an AI-powered solution creates friction or fragmented communication across channels, it leaves a lasting negative impression and deepens hesitation.
2.In areas like health apps and loyalty platforms, what makes the difference between AI being seen as helpful vs. invasive?
The difference lies in a brand’s ability to use AI as a tool to amplify human creativity and empathy, not to replace it. We view AI as a strategic accelerator for our teams’ ingenuity. At MERGE, our work for clients in the consumer and wellness spaces balances AI’s computational power with the creative solutions of our teams. This lens allows us to use AI to scale personalized experiences while freeing our creatives to develop emotionally resonant, authentic stories.
When brands fail to apply a human-led lens, AI can feel invasive. The most powerful app experiences are simplified and intuitive. It is only when we use AI to enhance our uniquely human skills—like empathy and emotional intelligence—that we can forge truly meaningful connections.
The paradox we’ve seen is that tech makes experiences more human when it amplifies empathy and creativity instead of replacing them.
3.Are consumers becoming more willing to trade personal data for convenience and value or are they demanding stricter control over their information?
Consumers are not just “trading” data; they’re entering a value exchange. The question is not about a simple trade-off, but about demonstrating a clear return on the consumer’s investment of their data. They are open to sharing information when they perceive a clear and consistent benefit, such as seamless, personalized experiences that genuinely align with their needs and lifestyle.
The primary demand from consumers is for brands to use their data responsibly, ethically, transparently, and respectfully. For us at MERGE, this is a core principle. We help our clients move beyond basic data collection to a strategy that uses data to provide genuine value without feeling intrusive or creating friction. This builds a foundation of trust that’s crucial for sustained brand growth and profitability.
4.In health and wellness, how can brands ensure AI applications remain trustworthy and human-centric, particularly in areas impacting wellbeing?
A critical mistake brands make when investing in AI is focusing too much on data and not enough on the human element. We must always apply an emotional quotient by understanding and integrating human emotions into any data-driven approach.
It’s important to view AI as a way to elevate our uniquely human abilities. So while we use the tool to personalize at scale and to process and analyze large volumes of data, we do that so that we can free humans to create emotionally-resonant, empathetic stories and experiences.
5.As AI evolves, do you believe consumer trust will naturally catch up, or do brands need to take a more proactive role in shaping that trust?
Eventually, yes, consumer trust will catch up—at one point we feared microwaves, televisions, and cellphones, and now we can’t function without them! In the meantime, brands who proactively shape trust will be much further along.
One of the first ways to build trust is to recognize the “whole consumer.” This means building meaningful connections around a person’s health, wellness, happiness, and lifestyle, not just promoting a specific product. Brands do this through storytelling.
Storytelling enables them to break through the noise, connect on a human level, and build lasting trust and loyalty. They create emotional value with their consumers when they tell stories, elevating the brand beyond mere products.
Brands also shape trust, especially in AI-powered solutions, when they deliver what the consumer expects. This means connected, seamless, and personalized experiences that feel intuitive and relevant to the consumer. AI provides the technological capability for personalization and reaching consumers effectively, and it’s the thoughtful, empathetic storytelling that cultivates consumer trust.
6.Finally, if you could sum it up in one sentence: what’s the golden rule for building trust at the speed of AI?
The golden rule for building trust at the speed of AI is to be human-centered and transparent, leveraging AI to amplify uniquely human skills like empathy, emotional intelligence, and storytelling to create intuitive and frictionless experiences.
- About Nicole Turner
- About MERGE
Nicole is a dynamic executive leader with 20+ years of expertise in business and marketing strategy, omnichannel innovation, and driving business growth. Using storytelling through technology to craft memorable consumer experiences, she’s collaborated with top brands like T-Mobile, CVS, Oura, American Express and Subway. A 2024 KC Business Journal Women Who Mean Business honoree and Win For KC board member, her ability to inspire, passion for inclusion, and visionary leadership make her a standout in the industry.
MERGE is a purpose-driven, full-service marketing and technology agency designed to promote health, wellness, and happiness. MERGE fuses its complementary health and consumer vertical expertise to create a deep, unique understanding of how consumers make decisions about their health and wellness journeys. MERGE’s success is best illustrated in its enduring client partnerships with marquee brands such as Abbott, American Express, Blue Cross Blue Shield, Coach, GE Healthcare, Meta, Supernus, and T-Mobile. With a team of 750+ employees across offices in Atlanta, Boston, Chicago, Denver, Kansas City, Los Angeles, and New York City, MERGE’s culture embraces ability, agility, and humility to consistently deliver exceptional client results. For more information about MERGE, visit mergeworld.com.
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