Observed Signal · Sep 28, 2026 · Research Study · Source: Retail-News · Impact: 3/5 · Sentiment: Negative
Gartner: AI Erodes Trust in Influencers and Brands
A Gartner survey of 1,006 US consumers reveals that the growing prevalence of AI-generated content is eroding trust in influencers and brand communications. 35% of respondents say they rely on influencers less often due to AI content. 65% believe companies use too much AI-generated content in marketing, and 57% say this has reduced their trust in brand messages. Gartner describes the flood of low-quality AI content as 'AI slop'. However, 43% of consumers say they now turn more to real people for purchase recommendations. The study highlights a growing need for transparency and expertise in marketing as consumers increasingly question the credibility of AI-generated content.
Highlights a trend of declining consumer trust in AI-generated content, which directly impacts influencer marketing and brand communication strategies, relevant to AdTech/MarTech.
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Key Takeaways & Evidence Grounding
- Gartner survey of 1,006 US consumers shows 35% rely less on influencers due to AI content.
- 65% of respondents believe companies use too much AI-generated content in marketing.
- 57% say AI content has reduced their trust in brand messages.
- 43% of consumers now turn more to real people for purchase recommendations.
- Gartner uses the term 'AI slop' for low-quality AI content.
Connected Companies & Entities
1 Entity mapped“Laut einer Gartner-Befragung unter 1.006 US-Konsumenten verlassen sich 35 Prozent ......”
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