Observed Signal · Mar 17, 2026 · Survey · Source: https://martechseries.com/feed/ · Impact: 3/5 · Sentiment: Negative
Half of Consumers Reject Brands Using Generative AI
A Gartner survey of 1,539 U.S. consumers (October 2025) found that 50% would prefer to give their business to brands that do not use generative AI in consumer-facing messages, advertising, or content. The research also shows rising skepticism: 61% frequently question information reliability and 68% often wonder whether content they see is real. By the end of 2025 only 27% relied on intuition to judge truth, indicating a shift toward verification behaviors. Gartner analyst Emily Weiss advises marketers to treat GenAI as a trust decision—make AI transparent, optional, clearly assistive, labeled when used, and backed by verifiable proof points and governance to reduce risk and preserve customer trust.
Consumer trust findings from a Gartner survey signal meaningful commercial risk for marketers using generative AI in customer-facing content; brands may need to change disclosure, labeling, and verification practices to avoid consumer backlash and maintain engagement.
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Key Takeaways & Evidence Grounding
- Gartner surveyed 1,539 U.S. consumers in October 2025.
- 50% of surveyed U.S. consumers prefer to give their business to brands that do not use GenAI in consumer-facing messages, advertising or content.
- 61% of consumers said they frequently question whether information they use to make everyday decisions is reliable; 68% frequently wonder whether content they see is real.
- By the end of 2025, 27% of consumers said they determine whether information is true using intuition, reflecting increased reliance on verification.
- Gartner’s Emily Weiss recommends marketers make GenAI transparent, optional, clearly assistive, labeled, and backed by verifiable proof points and governance.
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Related Market Signals & Shifts
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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.
B2B Buyers Trust AI Less Than Marketers Think
Gartner presented survey findings at the Gartner CSO & Sales Leader Conference showing that 69% of B2B buyers turn to sales representatives to validate AI‑generated insights. The survey of 645 B2B buyers (conducted August–September 2025) found buyers used an average of seven information sources during a recent purchase and that 45% used generative AI mainly to gather vendor and product information. While 67% prefer a sales‑rep‑free experience and 70% prefer fully digital self‑service buying, trust remains a concern: 51% said they are more likely to encounter misleading information from GenAI and 49% said the same about sales reps. Gartner analyst Robert Blaisdell (VP Analyst, Chief of Research, Gartner Sales practice) said sellers must shift toward validating AI outputs and supporting decision‑making at key moments. The research signals implications for sales enablement, martech content credibility, and buyer‑journey design.
Gen Z Trust Gap: AI Shopping Adoption vs. Transparency Demands
New research from SAP Engagement Cloud reveals a generational trust gap in AI-driven retail. A survey of 2,000 UK consumers shows Gen Z shoppers are avid adopters of AI for product discovery and purchases, yet they are highly intolerant of opaque or intrusive AI use. While 48% have bought AI-recommended products and 37% would trust AI assistants to purchase on their behalf, 43% have switched brands due to poor AI implementation. Transparency is a key concern, with 32% prioritizing data privacy and 29% seeking greater visibility into AI decisions. Undisclosed AI use would erode loyalty for 25% of Gen Z. Conversely, personalized marketing and AI that improves experiences can strengthen loyalty (21% and 15% respectively). The findings underscore the need for marketers to balance AI adoption with transparency and context.
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