Observed Signal · Aug 14, 2026 · Research Report · Source: https://marketingtechnews.net/feed/ · Impact: 3/5 · Sentiment: Positive
61% Can't Name Brands Using AI Well
A WordPress VIP survey of more than 2,000 enterprise decision-makers and consumers for the "Future of the Web 2026" report found widespread consumer ambivalence toward brands' use of AI. Key findings: 61% of respondents can't name a brand they think uses AI well in messaging, 16% say no brand is doing it well, 60% say AI in brand messaging is a turnoff, and consumers experience 'bot fatigue' after about 40 minutes. The article highlights WordPress VIP positioning as an AI-ready enterprise content platform (with customers such as Salesforce, Capgemini, Meta and Pew Research Center) and promotes a DMWF session — "The AI Trust Gap" — featuring Jodi Cerretani (CMO, WordPress VIP) and Jess Awtry (VP, Pew Research Center).
Survey exposes a large consumer perception gap around brands' use of AI, signalling opportunity for brands and CMS/MarTech vendors to define category standards and user-friendly AI experiences.
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Key Takeaways & Evidence Grounding
- WordPress VIP surveyed more than 2,000 enterprise decision-makers and consumers for the "Future of the Web 2026" report.
- 61% of respondents can't name a single brand they think is using AI well in its messaging.
- 16% of respondents say no brand is doing AI in messaging well at all.
- 60% of respondents say AI in a brand's messaging reads as a turnoff rather than a feature.
- Consumers report around 40 minutes of tolerance before 'bot fatigue' sets in.
Connected Companies & Entities
5 Entities mapped“WordPress VIP surveyed more than 2,000 enterprise decision-makers and consumers for the “Future of the Web 2026” report....”
“Salesforce moved 2,000 marketers onto it and started shipping campaigns the day they were approved....”
“Capgemini, Meta, and Pew Research Center run on it too....”
“Capgemini, Meta, and Pew Research Center run on it too....”
“Capgemini, Meta, and Pew Research Center run on it too....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Survey: 60% Find 'AI' Brand Messaging a Turnoff
A WordPress VIP report (Automattic-owned) based on a 2,000-person April survey finds growing consumer skepticism toward AI in brand communications. Sixty percent of U.S. consumers say brands that use the term “AI” in messaging are a turnoff; 86% don’t fully trust AI and want to consult original sources. Forty-two percent said AI-generated answers without clear attribution are less trusted than airline fees, confusing privacy policies, and medical bills. Nearly three in four respondents feel the internet is “less human” than a decade ago. At the same time, enterprises report rising AI-driven referrals: 60% of enterprise respondents saw increased traffic from AI search/answer platforms and 74% rate AI discoverability and attribution as a main or significant priority. The findings emphasise the tension between AI visibility (GEO) and maintaining human trust and transparency.
Consumers Embrace AI, Many Brands Lag
New research from Invoca (the B2C Buyers Experience Report) finds consumers are increasingly comfortable using generative AI and AI agents across the purchase journey, preferring AI when it provides faster answers and expecting clear disclosure when they interact with it. The report warns many brands are unprepared to meet elevated expectations: slow follow-up, disconnected experiences, and poor automation continue to frustrate buyers. Consumers largely hold companies — not the underlying technology — responsible when AI interactions fail. The study also shows strong preference for hybrid experiences: 77% of consumers are more willing to use AI if they can easily transition to a human. The findings highlight operational needs around data quality, governance, prompt design, testing, and monitoring to protect brand perception.
Consumers Embrace AI, But Trust Remains Elusive
A global Klaviyo study of nearly 8,000 consumers finds widespread AI usage but low full trust, creating a gap marketers must navigate. Sixty percent of respondents use AI tools at least weekly, yet just 13% say they completely trust AI. The research reports that 41% purchased a product recommended by AI in the past six months and 27% were introduced to a product by AI that they later researched. Klaviyo segments consumers into four AI personas — Enthusiasts (about 26%), Evaluators, Skeptics and Holdouts (about 21%) — noting Enthusiasts and Evaluators together represent nearly 70% of consumers. Heavy AI users are more likely to spot low-quality AI-generated marketing. Consumers are also shifting search behavior toward longer, more contextual prompts, signaling AI is becoming an important discovery layer even as trust lags adoption.
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