# Major Brands Are Investing in Generative AI for Digital Commerce. They Need to Prioritize Data Transparency to Build Consumer Trust.

By Jon Reily · Published 2024-04-05 · Updated 2026-06-09 · Professional AV on MarketScale
Canonical: https://www.marketscale.com/industries/pro-av/generative-ai-for-digital-commerce-customer-data-transparency

> Retailers face a critical trust gap as they race to deploy AI tools without clear privacy safeguards in place

## Key points

- Retailers are investing heavily in generative AI for digital commerce without adequate data transparency frameworks in place.
- A consumer trust gap is emerging as shoppers remain uncertain about how their data is collected and used by AI systems.
- Brands that prioritize clear, proactive data disclosure will be better positioned to build lasting customer loyalty in an AI-driven environment.

Block Field

In the rapidly evolving world of digital commerce, how can businesses harness the power of generative AI without crossing the ethical line of consumer privacy? Making best use of generative AI in digital commerce is proving a more difficult balancing act than the initial hype around tools like ChatGPT may have signaled.

A recent [study](https://www.salesforce.com/news/stories/ai-in-retail-statistics/) by the **Retail AI Council** and **Salesforce**, involving over 1,300 global retailers, [highlighted](https://diginomica.com/retailers-excited-about-gen-ai-retailers-dont-have-data-foundations-place-gen-ai-salesforce-study) that there's both enthusiasm for and major hurdles in front of adopting generative AI for digital commerce applications within the retail sector. Despite facing significant data management challenges—such as accessibility, integration, bias, hallucinations, and toxicity—a strong majority (81%) of retailers maintain a dedicated AI budget, with generative AI poised to significantly impact sales, margins, and operational efficiencies by 2029. Even with that, though, only 30% of these retailers are implementing generative AI strategies to enhance customer and employee experiences, and reflecting persisting consumer privacy concerns in the industry, only 17% are achieving a comprehensive customer view.

> Despite facing significant data management challenges—such as accessibility, integration, bias, hallucinations, and toxicity—a strong majority (81%) of retailers maintain a dedicated AI budget, with generative AI poised to significantly impact sales, margins, and operational efficiencies by 2029.

[**Jon Reily**](https://www.linkedin.com/in/jonreily), a top [omnichannel retail expert](https://marketscale.com/industries/retail/retail-revolution-social-commerce-is-no-fad-its-the-future/) and strategist, and the Senior Vice President of Commerce and Loyalty at **Bounteous**, weighed in on this crucial debate of the best practices for deploying generative AI for digital commerce applications, highlighting the fine balance between personalization and privacy.

"This level of personalization is fantastic for brands, it's like having a crystal ball that predicts market trends, but at an ethical standpoint, it's like walking a tightrope over a privacy pit and one that nobody wants to fall into," **Reily** said.

> This level of personalization is fantastic for brands, it's like having a crystal ball that predicts market trends, but at an ethical standpoint, it's like walking a tightrope over a privacy pit and one that nobody wants to fall into.
> *— Jon Reily, Senior Vice President of Commerce and Loyalty at Bounteous*

Tags: Bounteous, ChatGPT, digital commerce, generative AI, Jon Reily, retail

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