Half of Americans prefer brands that avoid GenAI, survey

Half of U.S. consumers say they prefer brands that avoid generative AI in customer-facing communications, according to a survey by Gartner. The findings highlight a widening gap between consumer use of AI tools and their expectations of how brands apply the technology.

The survey, conducted in October 2025 among 1,539 U.S. consumers, indicates that increased exposure to generative AI has not translated into greater trust in AI-driven marketing. Instead, it reflects a more cautious and questioning audience.

Shifting trust dynamics in digital content

Consumer skepticism toward digital information continues to grow. Sixty-one percent of respondents report that they frequently question whether the information they rely on for everyday decisions is reliable, while 68 percent say they often doubt whether the content they encounter is real.

This environment creates challenges for marketers using AI-generated content, particularly when claims lack clear verification or transparency.

Transparency becomes central to AI adoption

Emily Weiss, Senior Principal Analyst in the Gartner Marketing practice: "Marketers should treat GenAI as a trust decision as much as a technology decision. Consumers are questioning what’s real and making efforts to verify more of what they see. 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 findings suggest that brands need to clearly communicate how and when AI is used, while ensuring that customers retain control over their interactions.

Verification replaces intuition

By the end of 2025, only 27 percent of consumers say they rely on intuition to determine whether information is true. This points to a shift toward independent verification and fact-checking behaviors.

As a result, brands face increasing pressure to substantiate claims and provide accessible proof points to maintain credibility.

Guidance for marketers using GenAI

Emily Weiss: "To reduce risk and build trust, marketers should make GenAI optional rather than mandatory, start with clearly assistive use cases that deliver immediate customer value, and label AI-driven experiences, so people understand when and how AI is being used. Marketers should also make verification easy by backing claims with clear proof points and governance, because consumers are increasingly skeptical about what they see and hear. When AI is transparent, helpful, and in the customer’s control, it can strengthen the experience instead of weakening trust."

The report underscores that trust, transparency, and user control will shape how consumers respond to AI-powered brand experiences.

www.gartner.com

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