WordPress VIP Finds 60% of U.S. Consumers Reject 'AI' Branding as 86% Distrust AI
Updated
Updated · TechCrunch · Jun 16
WordPress VIP Finds 60% of U.S. Consumers Reject 'AI' Branding as 86% Distrust AI
1 articles · Updated · TechCrunch · Jun 16
Summary
A survey of 1,200 U.S. adults found 60% see brands using “AI” in marketing as a turnoff, while 86% do not fully trust AI and still want original sources.
Trust drops further when attribution is missing: 42% said AI-generated answers without clear sourcing are less trustworthy than airline fees, privacy policies and medical bills, and 33% called clicking through to the original source their top trust signal.
The report still showed AI search gaining commercial weight, with 60% of 800 enterprise respondents reporting higher AI-referred traffic over the past year and 74% ranking AI discoverability and attribution as a significant priority.
Nearly three in four consumers said the internet feels less human than a decade ago, underscoring WordPress VIP's conclusion that brands must balance AI visibility with human-sounding, transparent content.
Based on 2,000 April respondents, the findings also support Automattic's broader open-web push: 80% said online information should remain openly accessible rather than controlled by a few large organizations.
As consumers reject AI content, why are businesses investing more heavily in it than ever before?
With AI making the internet feel 'less human,' how can creators prove their work is authentic?
Can websites truly serve both AI bots and human readers, or must they choose one to prioritize?
86% of Consumers Verify AI-Generated Content: Navigating the Demand for Authenticity in AI-Driven Marketing
Overview
Consumers are increasingly using AI tools to search for information and make decisions, with many enterprises seeing more traffic from AI-powered platforms. However, there is a clear rejection of overt AI branding, as people still value authenticity and human connection. While AI is changing how consumers search—making queries more specific and encouraging the use of chatbots—most users seek to verify AI-generated answers by checking original sources. This shows a strong desire for transparency and trust, highlighting the need for brands to blend AI utility with a genuine, human touch in their communications.