Trust in the Era of the AI-Informed Customer

by Maninder Singh Juneja.

A patient grappling with a longstanding eye problem was diagnosed with MGD (Meibomian Gland Dysfunction) by an eye specialist. To make sense of the medical jargon, she photographed her meibography report, the gland scan, and uploaded it to an AI, which confirmed the diagnosis and the line of treatment. A few weeks later, wanting to avoid buying shades of cosmetics she already owned, she uploaded a photograph of her stock and of the items she was about to buy to the same AI. Instead of commenting on the shades, the AI told her the waterproof eyeliner she had used for years was blocking the pores of the gland, like wax in a drain, and making her dry eyes worse. She stopped, and this one change brought immediate relief. The AI connected across domains, unasked. Neither the physician nor the cosmetics counter had connected the two. The ophthalmologist saw the eye. The counter saw the product. AI saw the person. Neither was wrong. Each was trained to look at one domain. Every institution serves its own; AI serves the customer. This is not a failure of individuals but a structural shift with strategic implications. In this article we examine these implications.

Verification in markets

For as long as markets have existed, buyers have had to trust sellers, because there was no way to verify their word, or the effort and cost were too high. The economist George Akerlof spent many days puzzling over the nature of the vegetable retail market in Delhi. In 1970, he offered new insights into the market failure that arises when the buyer cannot verify what the seller knows. He later won the Nobel prize in economics for this work which helps us understand asymmetric information.

The market economy combats asymmetric information using substitutes, brands, professional licensing, statutory audits, regulators, and guarantees. For example, the customer trusts the bank’s brand name instead of reading the fine print, or the doctor’s medical degree instead of evaluating the diagnosis. Half a century of institutional architecture in financial services is built on this logic.

The use of AI has brought about a foundational shift in trust. AI has made verification in many situations quite feasible. Customers who once accepted substitutes for trust in institutions can now check a claim, compare alternatives, or challenge a recommendation on an inkling of doubt. The barriers to specialist access, cost, time, language, jargon, have all collapsed at once. The result is not an end of trust, but the pillars on which trust rests have changed.

How it impacts the brand

The brand is an informational shortcut, one of Akerlof’s substitutes for verification. It stood in for the customer’s inability to verify. The bank’s or insurer’s reputation stood in place of the customer’s understanding of provider soundness, and the terms and conditions of the contract. AI changes that, but the picture is complicated, because the brand connotes two things at once: A promise of what we will do for you, and an aspiration of who you become or which tribe you join by choosing us.

The promise of what the brand will do is now more verifiable. The customer’s AI checks every promise before purchase, searching the wider internet, cross-referencing user reviews and triangulating from multiple public sources. The bank that claims to be customer-first has its complaint-resolution record extracted from annual reports or instantly summarised from X. The insurer that promises easy claims has its claim-rejection ratio surfaced against peers. Promises that survive verification strengthen the brand. Promises that do not are revealed in seconds.

The aspiration is not in the product, it lives in the customer. People buy Apple products partly because Apple-ness signals something about themselves. Customers bank with a private bank not for any major service benefit but for who else banks there. People ride Royal Enfield partly because owning one says something no specification sheet captures. AI audits the promise. It cannot interpret the tribe.

The split deepens in the AI-to-AI world, where the customer’s AI transacts with the institution’s AI. The customer only experiences the outcomes, settlement speed, dispute rate, complaint-resolution time and median application-to-approval. It does not watch advertisements. In this perspective, brands need to invest in advertising that bolsters tribal loyalty, but advertising that is supposed to bolster the promise is now less important.

How it impacts labour

Like the brand, the professional is going to be hit by the AI wave. The professional of the old world was, by training, organised around the domain. The cardiologist gave the right answer to the heart in front of her, not to the medicine cabinet or the financial situation at home. The mutual fund agent recommended within his manufacturer’s product set, not against the seven existing funds in the customer’s portfolio. The AI can see the landscape comprehensively and the professional has to now compete with it.

In most domains the gap between the bottom and the top decile of professionals has been wide. AI compresses the gap from below. The advisor who tests his recommendation with AI before delivering it catches the portability clause he had not considered. The relationship manager who has the model argue the customer’s case against his own pitch will close more often. Every word the professional says can now be cross verified; the smartest professionals will go up against ‘unsophisticated consumers’ with more respect.

In recent research, Brynjolfsson, Li and Raymond (2023) studied 5,179 customer-support agents at a Fortune 500 software firm and found that average productivity rose 14% with access to a generative AI assistant. Within this overall average, novice and low-skilled workers improved by 34%, while experienced and highly skilled workers showed minimal gain. By this reasoning, AI-powered unskilled labour will be tough competition against skilled practitioners.

The pattern is visible in India also. At one NBFC, the productivity of fresh-college LAP underwriters rose 40% with AI assistance, while experienced underwriters showed minimal gain. The bottom of the labour quality distribution comes closer to the top.

As the floor rises, the implications are twofold. First, the customer’s worst experience disappears, and with it the customer’s reason to switch providers. Second, the professional’s competence becomes the table stakes. They have to now provide what AI cannot supply: Trust earned over time, judgement under ambiguity, the willingness to take a customer-friendly call when things are not going well with the business. These are the qualities that live on the aspiration side of the brand, and they are the real moats of professional competence.

When the asymmetry reverses

So far the shift has run one way, AI in the customer’s hand against the institution. The same architecture runs the other way too. Institutions have always known what customers did. But AI interactions reveal something deeper, what the customer considered doing. The questions asked, the scenarios tested, the decisions abandoned. These are cognitive traces, and they sit closer to intent than anything an institution has had access to before. If applied to underwriting, pricing or customer acquisition, they create a new informational advantage that did not exist a year ago.

The trust consequence runs deeper than the privacy one. Behaviour is what the customer did once it was done. Intent is what she rehearsed before she was ready to be seen. A customer can absorb the knowledge that her behaviour was logged. When she learns the institution priced her, or declined her, on the strength of her question, the breach is of a different order. The first asymmetry was about information she did not have. This one is about information she did not know she was giving. This may lead the customer to stop being candid with the one tool that was working for her, because she now suspects it is also working for the firms. The independence this piece began with is the first thing she loses when the architecture turns around. We will have to face a new world of consumer protection complexity, going beyond the simpler questions of data privacy.

What then survives in trust? Not the part that rested on the customer’s inability to check. What survives is what AI cannot manufacture. Judgement under ambiguity, the call no model will take responsibility for. A relationship proven over time, the banker who backed the customer through a bad cycle and was proved right. The human presence in a hard moment, the advisor who delivers difficult news with care. None of this can be read off a document, so none of it can be verified, and so none of it can be commoditised. The trust that survives is the trust that was never about information in the first place.

The institutions that Akerlof described were built on substitutes for verification. Those substitutes served a purpose. They filled a gap the customer could not fill herself. That gap is closing. What remains when the substitute is no longer needed is the thing the substitute was always standing in for. Genuine expertise, honestly applied, in the customer’s interest. The institutions that had that all along have nothing to fear from the informed customer. The institutions that were selling the substitute will find, quietly and permanently, that the customer has stopped calling back.

The scarce asset is the question

If one risk is that the institution reads the customer’s question, the other is that she asks a wrong question. While AI can reduce the information asymmetry, friction has not entirely disappeared. It rests on arriving at the right question to ask. Speed and convenience applied to the wrong question produce a confident wrong answer faster. The customer who compares home loans on interest rate alone misses the prepayment clause. The customer who has already decided to switch insurers asks questions that confirm the decision. The informed customer is powerful. The misinformed customer with AI is powerfully wrong.

The question itself is the unclaimed opportunity. No bank will build a question set that surfaces its own prepayment clause weaknesses. No insurer will build a question set that exposes its own claim-rejection ratio. This needs independent actors: non-profits, researchers, consumer bodies, who can make a GitHub for the questions consumers should be asking financial institutions.

What the Boardroom should debate

Every earlier wave of technology was institution first. Computing, internet, mobile was adopted and absorbed by the organisation and then passed onto the customer on their terms. AI exploded in consumers’ hand, 100 million users in two months. The Board is now governing businesses where customers will know as much if not more than the organisation.

The first institutional response to AI has been operational, adding chatbots, analytical tools, dashboards, voice bots, service automation, that are good cost-saving initiatives. The strategic question is the viability of the business model itself.

What happens when the customer arrives informed? Which elements of the value proposition survive verification? Which revenue streams depend on customer ignorance or high search costs? Which promises would survive an AI audit? Which parts of the sales process assume an information asymmetry that no longer exists? These are not technology questions for the CTO. They are business-model questions for the Board.

The institutions that emerge stronger will not be those that adopted AI fastest. They will be those whose value remains after verification becomes cheap.

References

Akerlof, George A. (1970). “The Market for ‘Lemons’: Quality Uncertainty and the Market Mechanism”. Quarterly Journal of Economics, 84(3), 488-500. https://www.jstor.org/stable/1879431

Brynjolfsson, Erik, Danielle Li and Lindsey R. Raymond (2023). “Generative AI at Work”. NBER Working Paper 31161. https://www.nber.org/papers/w31161

Reuters / Similarweb (2023). ChatGPT user-growth figures. https://www.reuters.com/technology/chatgpt-sets-record-fastest-growing-user-base-analyst-note-2023-02-01/

Reserve Bank of India. Annual Report of the Ombudsman Scheme. https://www.rbi.org.in/Scripts/AnnualReportPublications.aspx

Maninder Singh Juneja is a partner at True North. He serves on the boards of Pine Labs, Nivara Home Finance and Integrace, and has previously served on the boards of Niva Bupa Health Insurance, Federal Bank Financial Services and HomeFirst Finance. The author thanks participants at a talk at XKDR Forum for myriad good ideas, and Ajay Shah, Renuka Sane and Aditi Mascarenhas for comments on earlier drafts.

Source: https://blog.theleapjournal.org/2026/06/trust-in-era-of-ai-informed-customer.html