The news: Although AI adoption is on a steady incline, consumer trust in genAI’s responses and brands’ usage of the technology remains measured.

Only 7% of global consumers trust brands more when they clearly use genAI in their marketing, per Klaviyo’s 2026 AI Consumer Trends report, and 32% trust them less.

When it comes to confidence in AI’s outputs, 36% are somewhat trusting and a similar 30% are neutral. Just 13% fully trust them.

Younger generations have more faith, though—Gen Zers and millennials are over 75% more likely than baby boomers to completely trust AI.

Zooming in: Despite AI’s potential to improve personalized recommendations and ad targeting, moderate to neutral comfort with AI outputs isn’t translating into increased trust toward brands that are using the technology.

That gap creates a strategic challenge—although marketers are racing to operationalize genAI for personalization, creative production, and customer service, consumers aren’t viewing clear AI usage as a trust signal.

The generational divide suggests that time alone won’t solve the trust problem—younger consumers may be more open to AI-driven interactions, but that flexibility doesn’t equate to blind faith.

If AI improves relevance, responsiveness, and overall user experience, consumers could be more inclined to appreciate the outcome. If it introduces errors, bias, or impersonal interactions, genAI could become a liability rather than a differentiator.

Recommendations for brands: Since most people are sitting in or bordering on neutrality, develop a transparency play—explain when AI is used, keep human creativity visible, and earn trust incrementally rather than assuming tech adoption equals credibility.

• Brands targeting older audiences in particular will need to prioritize clear explanations and human oversight rather than novelty.
• Be disciplined and intentional with use of AI in ads—wavering trust levels means the tech should be added only when it substantially adds to campaign value.

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