Observed Signal · Jun 24, 2026 · Survey · Source: https://martechseries.com/feed/ · Impact: 2/5 · Sentiment: Negative
72% Mistake Slow Websites for AI Scams
Pantheon.io published a survey finding that 72% of consumers suspect a slow or glitchy website is an AI-driven scam. The study reports high consumer skepticism about AI-generated content—92% say AI makes it harder to verify site legitimacy and 88% want companies to do more to prove authenticity. Respondents said poor site performance and missing credibility cues drive immediate defensive behavior: 41% avoid entering personal or payment information, 39% abandon purchases, 53% are unlikely to return after one suspicious experience, and 20% switch to competitors. Pantheon executives frame reliable web platforms and performance monitoring as critical to brand protection amid scammers using generative AI and tactics that can 'poison' AI search results and LLM recommendations.
Survey highlights rising consumer mistrust driven by AI fakes and site performance issues; implications for conversion, brand protection, and the need for better web operations and monitoring across digital properties.
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Key Takeaways & Evidence Grounding
- Pantheon.io released a consumer survey about AI-generated fakes and website trust.
- 72% of consumers say they immediately suspect a website is unsecure or fake if it is slow or buggy.
- 92% of consumers agree AI-generated content makes it harder to determine website legitimacy; 88% say companies should do more to prove authenticity online.
- 41% of consumers avoid entering personal or credit card information on suspicious sites, and 39% abandon purchases; 53% say they are unlikely to return after one suspicious experience.
Connected Companies & Entities
4 Entities mapped“MarTech Series is a leading publishing platform that provides daily updates on marketing technology news, in-depth interviews with industry ...”
“For more than 50 years, Business Wire has been the global leader in press release distribution and regulatory disclosure....”
“As part of the iTech Series network, it acts as a "Brand to Demand" partner....”
“Referenced in a related MarTech interview link as the employer of Theresa Pham: "MarTech Interview with Theresa Pham, Head of Product @ Wayv...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
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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.
Research: AI Hesitancy Affects Online Checkout Trust
Reflect Digital's Searchpulse report (UK, n=2,000) finds strong AI usage but persistent mistrust in agentic online shopping: Gen Z are the biggest fact-checkers, with 45% verifying AI outputs, while almost half of respondents said they would be uncomfortable with an AI completing their checkout due to security and accuracy concerns. The report also notes platform shifts among younger users (YouTube, Instagram, TikTok rising; Google usage down 15% year-over-year). Other market studies (Logica Research/PayPal, Mintel, Juniper Research) similarly report consumer hesitation around giving AI full autonomy in purchases, though forecasts anticipate growth in agentic commerce by 2031.
Marketers Confront AI Search Trust Cliff
AI-driven search is shaping purchase decisions while suffering a major trust gap, creating a 'trust cliff' marketers must navigate. Yelp research cited in the article finds 65% of Americans used AI search in the past six months but only 15% trust it a lot. In B2B, G2 reports 53% of buyers say AI search makes software research more productive, accelerating vendor discovery and speeding decisions. Criteo retail-media president Sherry Smith warns AI referrals often land shoppers directly on product detail pages — with her research claiming about 70% of AI-referred users do so — shrinking marketing touchpoints and limiting traditional discovery journeys. Quad/Graphics research also shows three-quarters of Americans would lose trust if AI shopping results were sponsored. The article frames this as both a challenge and an opportunity for brands to build helpful, confidence-inspiring AI experiences. (Published 2026-06-02.)
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