A single fraud incident can obliterate customer loyalty overnight, with 85% of digital users abandoning brands after experiencing scams across online channels, according to Proximus Global’s Digital Trust Index Study 2026 commissioned from Forrester Consulting. The research, surveying 1,673 global digital users aged 18-64, reveals fraud now strikes one in five consumers weekly, up dramatically from prior years, as AI-generated deepfakes, phishing, and synthetic media flood digital touchpoints.
Social Media: Fraud’s Primary Battleground
Social platforms account for 50% of reported fraud cases and rank as the least trusted channel, with only 19% of respondents expressing confidence. Over half of users report increased fraud frequency in the past year, particularly during high-stakes moments like onboarding, payments, and account creation. The study documents victims averaging significant monetary losses, prompting 57% to demand refunds and 43% to actively warn friends and family—amplifying reputational damage exponentially.
AI Anxiety Fuels Consumer Distrust
Nearly two-thirds (63%) distrust AI-generated content outright, while 75% express deep concern that malicious actors will weaponise generative tools to accelerate scams and misuse. Only 15% of fraud victims continue purchasing from or engaging with affected brands, even after resolution attempts, underscoring trust’s irreparable nature. “Brand loyalty today is extremely fragile,” said Seckin Arikan, CEO of Proximus Global. “A single fraud incident can irreversibly damage trust overnight, with most victims ready to walk away from a brand immediately after. Enterprises must treat security and authentic engagement as their most aggressive growth strategy. Trust is the driver of platform adoption, evoking positive user sentiments that translate into higher advocacy, recommendations, and continued engagement.”
From Hypothetical Risk to Existential Threat
Fraud’s evolution from sporadic annoyance to strategic crisis coincides with digital channels’ centrality to brand relationships. Weekly attempts for 20% of users create hesitation at critical conversion points, while AI’s dual role—enhancing legitimate engagement while empowering sophisticated attacks—intensifies scrutiny. Proximus Global positions security as loyalty’s foundation, advocating verifiable communications, transparent authentication, and real-time fraud signals to rebuild confidence.
Actionable Pathways Forward
The study calls for brands to operationalise trust through clarity during vulnerable moments, reassurance via human-readable security cues, and proactive fraud prevention surpassing reactive resolutions. As AI amplifies both opportunity and risk, enterprises treating digital trust as a growth engine—rather than compliance checkbox—will convert scepticism into sustained relationships.
