Half of US Consumers Prefer Brands That Avoid AI-Generated Content, Survey Finds

A new survey from Gartner has revealed a significant shift in consumer sentiment toward artificial intelligence, with 50% of U.S. adults now saying they prefer to engage with brands that avoid using generative AI in consumer-facing content such as advertisements, marketing emails, and promotional messaging.

The findings, based on a nationally representative survey of 1,539 American consumers conducted in October 2025, highlight a growing unease with AI’s role in shaping the digital experiences people encounter daily. As generative AI tools become increasingly capable of producing text, images, and even video indistinguishable from human-created content, many consumers are pushing back—demanding more authenticity, transparency, and trust from the brands they interact with.

Growing Skepticism Toward Online Information

Beyond AI preferences, the survey uncovered a broader crisis of confidence in online information. A striking 61% of respondents said they frequently question whether the information they use to make everyday decisions is trustworthy. This skepticism is not limited to AI-generated content; it reflects a wider erosion of trust in the digital ecosystem, where misinformation, deepfakes, and algorithmically curated feeds have become the norm.

Gartner’s research also found that 68% of consumers often wonder whether the content they see online is real. This figure represents a significant jump from previous years, signaling that the proliferation of AI-generated material is making it harder for people to distinguish between authentic and synthetic content. As a result, fewer consumers are relying on intuition alone to judge credibility—only 27% now say they trust their gut when evaluating online information.

Instead, more consumers are adopting active verification behaviors. They are checking sources, cross-referencing claims, and seeking out brands and platforms that demonstrate transparency about their use of AI. This shift suggests that trust is no longer a given; it must be earned through clear communication and ethical practices.

The Call for Transparency and Choice

Gartner’s senior principal analyst, in response to the findings, urged brands to exercise discretion when deploying AI. “The brands that win will be the ones that use AI in ways customers can immediately recognize as helpful, while being transparent about when AI is used, what it’s doing, and giving customers a clear choice to opt out,” the analyst said.

This advice reflects a growing consensus among industry experts: as AI becomes more pervasive, the brands that thrive will be those that prioritize user trust and agency. This means not only being upfront about AI usage but also offering tangible ways for consumers to control their interactions with AI-driven content.

Implications for Marketers and Brands

For marketers, the survey’s findings present both a challenge and an opportunity. On one hand, the preference for human-created content means that brands cannot simply default to AI for all their creative needs. On the other hand, those who can strike the right balance—using AI to enhance, rather than replace, human creativity—stand to gain a competitive advantage.

Some brands are already responding by labeling AI-generated content, offering opt-out mechanisms, and emphasizing the human touch in their communications. Others are investing in hybrid approaches, where AI assists human creators but does not supplant them. The key, according to Gartner, is to make the value of AI clear to the consumer and to respect their preferences.

The Road Ahead: Trust as the New Competitive Frontier

As generative AI continues to evolve, the tension between efficiency and authenticity is likely to intensify. Consumers are increasingly aware that AI can produce content at scale, but they also crave the nuance, empathy, and originality that only humans can provide. Brands that ignore this reality risk alienating a significant portion of their audience.

The survey’s results also point to a broader societal reckoning with the role of technology in everyday life. As people become more digitally literate and more attuned to the ways AI can shape their perceptions, they are demanding greater accountability from the companies that deploy these tools.

In this new landscape, trust is emerging as the ultimate differentiator. Brands that can demonstrate not only the utility of AI but also their commitment to transparency and user empowerment will be best positioned to succeed. Those that fail to do so may find themselves on the wrong side of a growing consumer movement—one that values authenticity over automation, and human connection over machine efficiency.

The message from consumers is clear: in an age of digital uncertainty, trust is the most valuable currency. Brands that ignore this at their peril.

tags

AI #GenerativeAI #ConsumerTrust #Marketing #BrandAuthenticity #DigitalEthics #Transparency #Gartner #ConsumerBehavior #TechTrends #AIContent #Deepfakes #Misinformation #OnlineTrust #HumanTouch #OptOut #UserAgency #DigitalLiteracy #BrandStrategy #FutureOfMarketing

viral

AIorHuman #TrustMatters #AuthenticityWins #AIBacklash #ConsumerChoice #HumanCreativity #DigitalTrust #TechSkepticism #BrandTransparency #AIethics #ContentVerification #RealOrFake #ConsumerEmpowerment #MarketingEvolution #DigitalRevolution #TrustEconomy #AIawareness #BrandLoyalty #HumanFirst #TechAccountability

,