In detail
- Survey of 2,000 respondents in April: 800 enterprise decision‑makers/CMOs and 1,200 U.S. adults
- 60% of consumers call AI‑driven messaging a turnoff
- 86% prefer to check original sources rather than fully trust AI answers
- 42% trust unattributed AI answers less than airline fees or confusing privacy policies
Why it matters
As brands optimise for visibility in AI search and answer engines, consumer demand for transparency and attribution grows; lack of trust can erode brand engagement even if AI referrals increase.
For you Audit which content you expose to AI agents and add clear attribution; track AI‑driven traffic together with trust/engagement metrics before automating customer messaging.