Auth0’s Customer Identity Trends Report 2025 uncovers how trust influences customer journeys, identifies the threats poised to erode it, and reveals where consumers stand on a new frontier for trust: AI agents. The data is based on Auth0 platform telemetry and a global survey of 6,750 consumers. While organizations are eager to use AI to enhance customer experiences, our Auth0 Customer Identity Trends Report 2025 reveals a critical disconnect: Consumers don’t yet trust AI agents with their personal data.
Let’s dive into 3 insights:
Auth0 data shows that 46% of 2024 signup attempts met attack criteria, highlighting the significant risk of fraudulent registrations. The retail and e-commerce sector experienced particularly intense multi-month attacks, with fraudulent signups outnumbering legitimate ones by 120 times. Professional services are also frequent industry targets due to the highly sensitive financial and personal information they hold.
When looking to create an account with a specific brand, our survey found that 74% prioritize a company’s reputation and trustworthiness, and 72% care about security. The bottom line is that a seamless and secure experience isn’t just a nice-to-have; it’s fundamental in building trust.
Our research shows that customers often choose the path of least resistance to log into websites, even if it’s not the safest (like using the same password for all logins). In fact, 68% of users admitted to reusing passwords across multiple accounts. Poor password management lowers the barrier for attackers, and long signup or login forms frustrated 62% of users. Ultimately, a quarter of respondents abandon online purchases due to signup or login issues. However, with modern authentication methods, more than half of Gen Z and Millennial respondents view passkeys as convenient, while biometrics are seen as the most secure method for logins.
While organizations are rapidly deploying AI agents to enhance the customer experience, there is a disconnect between what customers are willing to accept and how businesses want to implement AI. Our report highlights that 70% of users strongly prefer interacting with humans over AI agents. Many organizations are deploying AI agents without comprehensive identity and access management controls, hindering the ability to build trust with customers and increasing the potential for sensitive information leaks.
Explore more data-backed insights you can start implementing now by downloading the full report.
