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New F‑Secure research highlights a trust gap around AI tools and a clear opportunity for digital service providers to deliver AI-powered protection consumers feel confident using
HELSINKI (March 24, 2026) — The vast majority of consumers are wary of AI tools in general, but 43% of them say they would still use AI for cyber security help. That’s according to the latest research from global cyber security leader F‑Secure in their newly-released Digital Trust Report: AI Adoption in an Era of Conditional Trust. The findings offer a clear direction for digital service providers: make security central to the customer relationship to build trust, stand out from competitors, and drive growth.
Key findings from the report’s survey:
80% are worried about using AI tools
43% would use AI for cyber security help
37% would use AI to identify phishing emails or scam messages
93% say it’s important their provider offers cyber security
80% expect their provider to protect them from digital threats
These responses highlight a trust paradox: Consumers broadly distrust AI but many would still rely on it for protection. At the same time, consumers increasingly expect security to be built into the services they already use. This shows that security may be the first area where AI can earn meaningful trust, and digital service providers are uniquely positioned to take advantage of this.
Consumers’ hesitation around AI assistants comes down to credibility:
42% say inaccurate or misleading answers are their biggest concern
33% say they would avoid using AI for security advice because they don’t trust the answers to be accurate
Only 4% worry about cyber security risks to their device or accounts
Consumers are ten times more worried about getting bad AI advice than they are about a tool’s actual cyber threat risk– this is another glaring example of the trust gap around AI. For digital service providers, this gap creates a clear opportunity. Security tools that explain their reasoning, show users why something is risky, and provide guidance people can verify are far more likely to earn trust.
The report also outlines five strategic shifts for digital service providers looking to build trust in AI‑powered digital security, offering a roadmap for turning consumer skepticism into stronger customer relationships. The full Digital Trust Report: AI Adoption in an Era of Conditional Trust is available here.
Press contacts
Meghan Sawyer
Senior Public Relations Manager, US
meghan.sawyer@f-secure.com
Joel Latto
Public Relations & Social Media Manager, EMEA
joel.latto@f-secure.com
