A recent study conducted by Iris Powered by Generali has highlighted the significant concerns that a large majority of Americans have when it comes to cybersecurity, with artificial intelligence (AI) being identified as a major source of worry.
The Identity & Cybersecurity Concerns Survey surveyed over a thousand adults in the United States to gather information on their habits related to digital security and their experiences with fraud. The results revealed that while 87% of consumers feel secure when using their internet-connected devices, a similarly high percentage express significant anxiety about specific cyber threats.
The survey, which was conducted online by Big Village among 1,010 adults aged 18 and over between March 12th and 14th, 2025, was weighted by age, gender, geographic region, race, and education to ensure representativeness based on US Census Bureau data.
One of the key findings of the study was that 85% of participants are concerned about their personal devices being hacked, and 88% worry about the security of their passwords. Despite these concerns, the survey showed that over 90% of respondents only implement a few of the recommended identity protection practices, indicating a potential gap in preparedness and a sense of overconfidence.
When asked about emerging threats, AI emerged as a significant concern for American consumers, with 91% identifying it as a potential risk for their personal information. Women, in particular, expressed higher levels of concern, with 41% of female respondents feeling extremely worried compared to 32% of male respondents.
The survey also examined life events that participants perceived as increasing their vulnerability to identity theft. Moving to a new location was identified as the top risk factor by 33% of respondents, followed by starting a new business (31%) and buying or selling a home (30%). Older generations, such as Baby Boomers and Generation X, were more likely to view buying a home as a threat compared to Millennials and Generation Z.
In the event of a data breach notification, the majority of respondents (46%) stated that they would first contact their bank or credit card company for assistance, while only 19% would reach out to a dedicated cybersecurity or identity protection provider.
The survey also shed light on the aftermath of fraud or identity theft incidents, with 93% of victims reporting that the resolution process caused them stress. Despite this, only 5% of victims received effective resolution assistance from an identity protection provider. However, 66% of consumers expressed interest in purchasing cybersecurity protection services if offered by their bank or credit card company.
Paige Schaffer, CEO of Iris, emphasized the importance of comprehensive identity theft protection services in light of these findings. She highlighted the need for consumers to not navigate these risks alone, especially with the increasing sophistication of cyber threats enabled by AI.
Erik Nienaber, Chief Technology and Product Officer at Iris, spoke about the company’s efforts to integrate proactive security measures into existing systems to make it easier for consumers to protect themselves against evolving cyber threats. By partnering with trusted providers like banks and credit card companies, Iris aims to empower consumers to stay ahead of cybercriminals without having to deal with complex security solutions on their own.
In conclusion, the study underscores the need for increased awareness and preparedness among consumers in the face of evolving cybersecurity threats, with AI posing a particular challenge. Collaboration between consumers and trusted providers in implementing comprehensive security measures is essential to safeguard personal information and prevent cyber attacks.