Key stat: When consumers notice AI-generated content in brand marketing, they're four times more likely to trust the brand less than more, 31% versus just 7%, according to a December 2025 survey from Klaviyo and Datalily.

Beyond the chart:

• The discomfort runs broader than the chart's marketing framing suggests. Some 55% of consumers are uncomfortable with AI-generated brand marketing content on social media, per YouGov.
• Meanwhile, the trust damage has real behavioral consequences. Nearly half (48.6%) of US consumers now cross-check multiple sources when searching for information online, per Raptive.

Use this chart: Drop this in your next creative or brand strategy meeting to show the trust cost of visible AI content. Use the 4x gap to frame where AI belongs in your workflow, and make the case for keeping human craft front and center in consumer-facing creative.

Related EMARKETER reports:

• Content Marketing 2026 (EMARKETER subscription required)
• How CMOs Are Overcoming AI Fatigue to Rebuild Trust (EMARKETER subscription required)

Methodology: Data is from the March 2026 Klaviyo report titled "2026 AI Consumer trends." 8,000 consumers ages 18+ worldwide were surveyed during December 2025. Respondents were from the US, the UK, France, Germany, Spain, Italy, Australia, and Singapore. Insights were compiled in collaboration with Datalily.

We prepared this article with the assistance of generative AI tools and stand behind its accuracy, quality, and originality.