Visible AI in Marketing Costs Brands Trust, New Survey Shows
When consumers notice AI-generated content in brand marketing, they're four times more likely to lose trust than gain it. A December 2025 survey of 8,000 consumers found 31% trusted brands less after spotting AI-made content, while only 7% trusted them more.
The survey, conducted by Klaviyo and Datalily across eight countries including the US, UK, and Australia, points to a broader consumer discomfort with AI in marketing. More than half of consumers (55%) feel uncomfortable with AI-generated content on social media.
Trust Damage Has Real Consequences
The skepticism is changing how people search for information. Nearly half of US consumers now cross-check multiple sources when looking up information online, according to Raptive data.
For marketing teams, the data suggests a clear strategy: keep human creative work visible to consumers. AI belongs in the workflow behind the scenes, not as the face of brand messaging.
What This Means for Your Team
Use this 4x trust gap in your next creative or brand strategy meeting. It's concrete evidence for why human craft matters in consumer-facing work. The stat also clarifies where AI tools add value - in production efficiency and ideation - versus where they damage credibility.
Understanding how to deploy AI responsibly while maintaining consumer trust is increasingly critical for marketing managers. Resources like an AI Learning Path for Marketing Managers can help teams make these decisions strategically.
For broader context on implementing AI effectively in marketing, explore AI for Marketing to understand best practices across the function.
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