Key stat: Only 7% of consumers say visible AI-generated marketing content makes them trust a brand more, while 31% say it makes them trust the brand less, according to December 2025 data from Klaviyo and Datalily.

Beyond the chart:

• The trust penalty has real teeth at the register. Some 52% of consumers say they would stop buying from a brand after an inauthentic experience, and 91% expect brands to disclose when they're using AI in marketing, per Emplifi.
• Meanwhile, marketers are moving in the opposite direction. Some 77% of senior marketing decision-makers plan to shift budgets from traditional creator marketing toward genAI creator content, per Billion Dollar Boy.

Use this chart: Drop this in your next creative strategy or brand marketing meeting to show why visible AI in content is a trust risk, not a trust builder. Use the 7% vs. 31% gap to make the case for keeping AI behind the scenes in production, not in front of the audience.

Related EMARKETER reports:

• AI, Consumer Behavior, and the Trust Economy (EMARKETER subscription required)
• How CMOs Are Overcoming AI Fatigue to Rebuild Trust (EMARKETER subscription required)

Methodology: Data is from the March 2026 Klaviyo report titled "2026 AI Consumer trends." 8,000 consumers ages 18+ worldwide were surveyed during December 2025. Respondents were from the US, the UK, France, Germany, Spain, Italy, Australia, and Singapore. Insights were compiled in collaboration with Datalily.

We prepared this article with the assistance of generative AI tools and stand behind its accuracy, quality, and originality.