One in four has cancelled a subscription because they were unhappy with how their data was used.
When 11,000 consumers in seven countries were surveyed, 24 percent had cancelled a subscription because they disliked how their data was used in AI. In total, 47 percent had taken at least one step that cost the company money.
The survey by Usercentrics also shows that 52 percent would pay more for brands that are open about how they use data in AI. Consent has become a competitive edge, and openness is starting to pay off.
DARA covers the participation economy: who creates the value of data, and who gets it. If you have an experience or a story we should look into, send us a message.
Source: Usercentrics, State of Digital Trust 2026, via CancelFlow, 20 August 2026
All our sources are collected in the DARA Source Library.