Half of consumers tend to prefer brands that do not use AI-generated content.

A survey by research firm Gartner found that half of American consumers tend to prefer brands that avoid using AI-generated content in their consumer-facing materials.

Gartner Marketing Survey Finds 50% of Consumers Prefer Brands That Avoid Using GenAI in Consumer-Facing Content

50 percent of consumers prefer brands that avoid GenAI content
https://nerds.xyz/2026/03/50-percent-of-consumers-prefer-brands-that-avoid-genai-content/

Gartner conducted a survey of 1,539 American consumers.

The results showed that 50% of consumers said they would 'support brands that do not use AI-generated content.'

Gartner points out that while consumers are increasingly exposed to generated AI, AI-powered brand experiences do not necessarily translate into a sense of security.

Furthermore, 61% of consumers responded that they 'frequently doubt the reliability of the information they use in their daily decision-making,' and 68% responded that they 'often question whether the content and information they see is authentic.' This suggests that skepticism is spreading among consumers, creating an environment where unsubstantiated brand claims are at high risk.

Emily Weiss, Senior Principal Analyst in Marketing, said, 'Marketers should treat generative AI as a criterion for reliability as they do for technical judgment. Consumers are questioning what is true and are more rigorously scrutinizing the information they see. Successful brands are those that use AI in a way that customers immediately recognize as helpful, while being transparent about when and what the AI was used for, and providing customers with a clear option to opt out.'