Sixty Percent of US Consumers Say 'AI' in Brand Messaging is a Turnoff

A recent survey found that sixty percent of US consumers say 'AI' in brand messaging is a turnoff. Consumers have grown more skeptical about whether they can actually trust the answers they’re getting from AI search results. The internet feels less human than it did 10 years ago, with nearly three in four respondents saying so. This shift in consumer perception has significant implications for brands navigating the digital landscape.

## What happened The survey, conducted by WordPress VIP, found that 60% of consumers in the US say that brands that use 'AI' in their messaging are a turnoff. Additionally, 86% don’t fully trust AI and still want to explore original sources. The report also noted that 42% of consumers said that AI-generated answers without clear attribution are trusted less than airline fees, confusing privacy policies, and medical bills. The survey comprised 800 enterprise decision-makers and CMOs and 1,200 US adults. The findings suggest that consumers are placing greater value on transparency and attribution in the face of increasing AI adoption. The report highlights the challenges brands face in building trust with their audience while also adapting to the growing presence of AI in search results. ## Why it matters The stakes are high for brands as they navigate this new landscape. Consumers are increasingly wary of AI-generated content, and brands that fail to establish trust risk losing their audience. The report found that 33% of consumers said clicking through to see an original source is still their top trust signal, and 80% said information on the web should remain openly accessible. The implications of these findings are significant, as brands must now consider both AI visibility and human trust in their marketing strategies. ## How to think about it To succeed in this new landscape, brands must prioritize transparency and attribution in their use of AI. This means clearly labeling AI-generated content and providing easy access to original sources. Brands must also focus on building trust with their audience by providing high-quality, human-authored content that resonates with their values and needs. ## FAQ