Observed Signal · Jun 10, 2026 · Study Release · Source: Adweek · Impact: 3/5 · Sentiment: Negative
Two-Thirds Would Abandon Untrusted Brands
A new McCann study, The Truth About Global Brands, surveyed more than 20,000 people across 20 markets and finds a growing consumer trust crisis that poses risks for brands. Key findings: 72% say prioritizing truth is more important than ever, 55% believe brands were more truthful 20 years ago, and 76% fear soon being unable to tell humans from AI. The study reports 69% of consumers have abandoned brands they no longer trust and 80% would actively choose brands they trust. More than half (53%) say brands should be upfront about using AI in ads. McCann Global CEO Tyler Turnbull emphasizes authenticity, cultural fluency, and transparency — especially around AI — as central to rebuilding trust.
A large global survey quantifying declining consumer trust and concerns about AI has direct implications for brand messaging, ad creative, disclosure practices, and regulatory/compliance expectations — affecting how advertisers and agencies plan campaigns.
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Key Takeaways & Evidence Grounding
- McCann's 'The Truth About Global Brands' surveyed more than 20,000 people across 20 global markets.
- 72% of respondents said it is 'more important than ever to prioritize truth.'
- 55% of respondents said brands were more truthful 20 years ago than they are today.
- 76% of respondents feared they will soon be unable to tell actual humans from computer-generated ones.
- 69% said they had abandoned brands they no longer trust, while 80% said they would 'actively choose' brands they do trust; 53% want brands to disclose AI use in ads.
Connected Companies & Entities
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How Brands Can Build Customer Trust Amid AI
The Drum polled its membership for industry perspectives on the role of trust in modern marketing as AI agents, privacy regulation and first-party data strategies reshape customer relationships. Multiple marketing leaders argue trust cannot be manufactured by campaigns; it must be earned through product quality, consistent customer experience, aligned incentives, transparency, human fallback from automated systems, and credible third-party validation. Contributors cite examples of trusted brands (Beauty Pie, REI, Notion, Monzo, Octopus Energy) and highlight tactics such as customer stories, digital PR and localised messaging. Several speakers warn that handing customer service wholly to AI without easy human escalation erodes trust, while agentic search and AI assistants shift where and how trust is formed.
AI-Generated Ads Reduce Brand Trust for One in Three
A representative survey of 2,000 Germans commissioned by Verve Group and conducted by Censuswide finds mixed consumer attitudes toward AI in advertising. Thirty-five percent said they would trust a brand less if they knew an ad was AI-generated, rising to 45% among 18–24-year-olds, while 69% could imagine buying on the recommendation of an AI chatbot. Eighty percent prefer ad-funded app benefits over paying fees, and many respondents expressed data-protection concerns and use self-help measures (rejecting cookies, incognito mode). The findings coincide with Article 50 of the EU AI Act, which requires clear labeling of AI-generated ads from 2026-08-02. Verve CEO Remco Westermann says consumers accept AI when it works in the background but lose trust when its use is visible, with implications for creative strategy, compliance, and labeling practices.
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.
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