Brands are being urged to prioritise transparency as new research shows consumer trust in generative AI is failing to keep pace with its growing use.
A new report from YouGov and Meltwater, Trust in the Age of Generative AI, examines how consumers across seven markets feel about AI generated content and where they are most comfortable with its use.
It also looks at what brands need to know about transparency, disclosure and trust.
The findings highlight a challenge for marketers and communicators. While generative AI can help create content, engage audiences and scale communications more efficiently, the report says undisclosed or misleading use of the technology can damage credibility.
Only 39% of consumers across the seven markets say they feel excited about the future of generative AI, while 73% are concerned AI generated content could be used to create fake news or scams.
Transparency also emerged as a clear expectation. The research found that 86% of consumers believe it is important for brands to disclose when content has been generated using AI.
Attitudes towards AI varied depending on the type of content being created. Consumers were more accepting of AI in entertainment and advertising than in higher trust environments such as news, politics and influencer marketing.
The report concludes that while generative AI offers brands new opportunities to create content and communicate at scale, trust is developing more slowly.
It suggests organisations need to balance the efficiencies of AI with openness about how it is being used if they want to maintain consumer confidence.
Download the report to see the full findings and what they mean for PR, marketing, and brand leaders.
For a deeper discussion of the research, you can also watch the on-demand replay of a recent YouGov webinar with Meltwater, where they unpack the data and share practical guidance for using AI responsibly while protecting brand trust.
