The Trust Premium is a co-branded study from The Marketeer Group and Kantar. It looks at how people decide whether to trust AI, and what that decision earns or costs a brand.

Kantar surveyed 2,000 adults aged 18 to 64 across five markets — the UK, Germany, France, Spain and Italy — with fieldwork between 26 August and 3 September 2026. The questionnaire was written to test the assumption that European origin earns trust, not to confirm it. Questions about gender and representation came last, after every unprompted measure, so the findings hold up under scrutiny.

You will learn which trust signals people rank first out of nine, why "built in Europe" carries less weight than most marketers assume, where women and men diverge on confidence and data protection, and what a brand has to prove rather than state to win the choice. The report includes the Germany cut and three recommendations you can act on this quarter.