Half of Consumers actively prefer brands that don’t use generative AI in what they see, according to a Gartner survey of more than 1,500 U.S. consumers recently released.

Source: https://www.gartner.com/en/newsroom/press-releases/2026-03-16-gartner-marketing-survey-finds-50-percent-of-consumers-prefer-brands-that-avoid-using-genai-in-consumer-facing-content0

Not because they hate innovation, because they don’t trust what’s real anymore:

–            60% question the reliability of information

–            67% doubt whether content is even real

We’ve crossed a line: the problem is no longer attention, it’s credibility.

As a matter of fact, generative AI scales content but it also scales doubt.

So the real strategic question isn’t “Where can we use AI?”, it’s “Where can we afford to lose trust?”

Successful brands will be the ones using generative AI without breaking belief.

Andy Cavallini