The news: Consumers are wary of their ability to identify AI social content, contributing to distrust in online information.

• Although 94% of US social media users think they encounter online content made by or changed with AI, less than half (44%) are confident they can identify genAI photos and videos, per CNET.
• Half (51%) think the online economy needs better AI labeling, and 21% support a total ban of genAI content on social media. Just 11% find genAI content useful or entertaining.

When it comes to next steps, 72% of users make an effort to find out if an image or video is real. One-quarter of all users don’t look into whether a piece of content is genuine at all, including 84% of Gen Zers and only 29% of Gen Xers.

Users try to assess authenticity in several ways:

• Over half (60%) search for clear AI cues within images or videos, which could include out-of-place lighting, distorted details, or overly smooth skin.
• 30% look for labels or disclosures from creators and brands.

What it means: Consumers don’t have confidence in online content by default, raising the stakes for brands to earn users’ trust and demonstrate transparency in how AI is used.

• As skepticism grows, unclear or undisclosed genAI use could erode brand credibility, especially when users already feel unsure of their ability to spot manipulated content.
• Even legitimate branded content may face higher scrutiny and shorter time windows to capture credibility before user doubt sets in.

Recommendations for brands: Use genAI to boost content creation scaling and practices like rapid creative iteration and personalized asset production, while maintaining human oversight and quality control.

• Provide clear disclosures and labels on AI-generated or altered content to avoid making users feel tricked.
• A/B test genAI images and videos before including them in large campaigns to gauge user feedback and whether uncanny or low-trust signals are hurting engagement.

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