The AI Moment – Moving from Ask & Answer to Assistant to Agentic

In this episode, Jonathan Wagstaffe and I dive into the latest YouGov data on UK consumer sentiment. We strip back the hype to see how "Joe Public" is actually using AI. While the tech world is obsessed with autonomous agents, the reality on the ground is far more cautious.

The Core Takeaway: Trust is the New Currency

We are witnessing a massive "trust gap".

Only about 22% of consumers trust AI, and while they are happy to use it as a "slightly advanced Google" to find deals or compare prices, they aren't ready to hand over the credit card. For AI to truly scale, it must transition from being a persuasion tool (selling to you) to an empowerment tool (helping you).

The "Three A’s" of AI Adoption

We’ve identified a clear three-stage roadmap for how consumers interact with this technology:

> Ask & Answer: The current baseline where users seek quick information or writing help.

> Assistant: The middle ground where AI helps find discounts and compares options—this is where most people are currently comfortable.

> Agentic: The future state where AI executes decisions and places orders—a stage that still feels a "long way away" for the general public.

Actionable Insights for Leaders

> Focus on the "Assistant" Phase: Don't rush into fully automated agents if your customers don't trust the tech yet. Build tools that help them make better decisions, not just faster purchases.

> Bridge the Gender & Age Gap: Trust is currently higher in men and younger demographics. Consider how your AI interface can feel more accessible and reliable to a broader audience.

> Transparency is Non-Negotiable: If a user feels like an AI is a salesperson rather than a helper, trust evaporates.

The Bottom Line:

We’ve moved from Ask & Answer to Assistant. To cross the Rubicon into Agentic AI, brands must prove that the AI is acting in the customer's best interest.