With the increasing digitalization of everyday life, the way consumers make decisions is changing. But this evolution raises a question: Is technology replacing trust in traditional institutions? In this episode, we analyze what the data says and how the Portuguese are balancing the digital with the human factor in everyday decisions
The Portuguese increasingly believe in technology. The conclusion is from a 2026 study by ConsumerChoice, which tells us that almost 90% of consumers admit to trusting digital platforms more today than they did three years ago.
Still, the same report highlights, this trust is not exclusive: around half of those surveyed say they trust both technology and institutions, “while only a small minority reveal an exclusive preference for digital platforms (11%) to make important decisions on a daily basis”.
This difference becomes evident when analyzing specific areas. In financial management, for example, “there is a greater openness to digital solutions”. In this case, 40% of respondents say they prefer to use applications or platforms online to manage your money, “reflecting the increasing standardization of these services”.
The idea that the future of banking is increasingly digital is corroborated by Diogo Silva, executive president of Naura Innovation Lab, a Portuguese company specialized in the development of software and technological solutions, in an exclusive interview with Express.
“In banking, it seems very difficult for any bank in the next five years not to have a banking application”, says the executive, arguing that, without this channel, “it will be very difficult for the bank to continue being competitive”. “The banking area will not exist without mobile applications and artificial intelligence in the coming years”, he concludes.
In the health area, there is more caution when it comes to trust and adoption of digital platforms, with “a balance between those who turn to research first online or artificial intelligence (47%) and those who choose to contact a healthcare professional directly (46%)”.
“This pattern suggests that consumers use digital as a starting point, mainly for an initial assessment, but continue to value human validation in more sensitive and complex situations”, highlights the study.
Confidence in artificial intelligence grows, but security concerns persist
The increasing use of artificial intelligence tools is also accelerating this transformation, but not without reservations. According to the same study, 60% of consumers already use AI systems to search for information, support decisions or follow automated recommendations. Still, trust in these tools remains limited: more than half of respondents (51%) say they do not feel comfortable making decisions based on the opinion of Artificial Intelligence.
With regard to technology as a whole, the possibility of error appears as the main factor of distrust, cited by 66% of consumers. Added to this are fears related to the use of personal data and the lack of human contact, both cited by 42% of respondents.
In the specific case of artificial intelligence, the risks associated with security gain even more relevance. The vast majority of consumers (90%) are concerned about potential fraud or misuse of information.
“Cybersecurity plays a central role in building trust. The ability of digital platforms and institutions to guarantee data protection, transparency and user control will be decisive in sustaining the evolution of the digital ecosystem”, concludes the study.
The ConsumerChoice study is based on an online survey of 211 participants, ages 25 to 64.
“Minuto Consumidor” is a project dedicated to clarifying your doubts and helping you make more informed decisions. Follow it on Expresso Online and on the SIC Notícias antenna. This initiative has the support of Consumer Choice.
Because informed consumers make better choices.
