Customer Identity Trends Report 2025
Trust makes the digital world go round. Auth0's Customer Identity Trends Report 2025 uncovers how trust influences customer journeys, the threats poised to erode it, and where consumers stand on a new frontier for trust: AI agents.
Essential insights for customer connection
The 2025 Customer Identity Trends Report is your key to better understanding customer experiences, navigating security threats, and building trust around AI agents.
Auth0 President Shiv Ramji shares why these insights matter.
WHAT’S INSIDE
Customer
identity in the crosshairs
We analyzed a global survey of 6,750 consumers and Auth0 platform telemetry to help you build and maintain trust.
Access the reportDiscover crucial considerations for deploying AI agents that customers trust enough to use.
Gain insights into their experiences and attitudes around identity and authentication.
Learn about the challenges and attacks facing customer identity — and how to defend against them.
AI meets customer identity
People prefer people — for now
70% of respondents favor interacting with humans, compared to 16% who favor interacting with an AI agent.
“Can I speak to the (human) manager?”
For 38% of respondents, human touch — specifically human oversight of AI agents’ decisions — is key to increasing trust.
Trust is an AI agent barrier
23% of users say they have no intention of using AI agents. The leading reason? They don’t trust AI agents with their personal data.
AI SENTIMENT
Consumers tell us how they really feel about AI
A majority of consumers (60%) are concerned about AI's impact on digital identity, privacy, and security. Only 9% show little or no concern. Most telling: This worry spans all user groups.
Explore the findings
Join the webinar: Essential insights for a changing world
Tune in to our webinar to discover the latest trends in AI and customer identity.
Top of mind for customers: Trust and fraud
Trust wins hearts, minds — and signups
74% of survey respondents cite a company’s trustworthiness and reputation, outranking product value, as a deciding factor when creating accounts.
Identity fraud is a universal worry
64% of respondents indicate they are concerned about identity fraud, a sentiment shared across all cohorts.
And yet … poor password hygiene persists
68% of users say they reuse passwords, a bad habit that creates risk both for organizations and their customers.
AI SENTIMENT
Frustrating signups cost customers
Signup and login experiences matter: 25% of users abandon purchases due to friction. Gen Z is even more sensitive, with 36% likely to walk away.
Find out more
The rising risks in a digital-first world
Your signup form's uninvited guests
Auth0 data shows 46% of 2024 daily signup attempts met attack criteria. Fraudulent registrations can negatively impact your brand, your data, and your customers' experience.
An ongoing battle against ATOs
In 2024, the median proportion of login attempts that exhibited clear malicious behavior was nearly 17% — a persistent threat organizations can’t ignore.
UNDER ATTACK
Attackers biggest targets: Online retailers and eCommerce
A statistical outlier, retail/eCommerce companies experienced suspected malicious login attempts at twice the proportional rate of other sectors.
More attack stats
Explore the intersection of customer identity, security, and AI
Access insights from around the world.