53% of consumers are less likely to purchase from brands they know use AI in social media content.

WASHINGTON: Consumers are increasingly encountering AI on social media, but familiarity does not equal widespread trust. Research from Clutch finds that 86% of consumers have encountered AI-generated content, while 53% are less likely to purchase from brands they know use AI in social media content, based on a survey of 601 consumers conducted in August 2026.

“Consumers are not necessarily opposed to AI, but they want to understand when it is being used and what it is changing,” said Anna Peck, Clutch analyst. “Brands that use AI to provide value without compromising authenticity will be better positioned to maintain consumer trust.”

Key findings include:

• AI is everywhere. 86% of consumers have encountered AI-generated content on social Consumers draw a line at deception. 64% would trust a brand or creator less if products were misrepresented with AI-generated content, while 42% view AI positively for educational content.
• AI threatens influencer trust. 71% would question a human influencer’s recommendation if AI was used to create their content, while 45% would not knowingly engage with or trust AI influencers.
• Brands have a trust advantage, but it is fragile. Nearly 40% trust brands more for product recommendations, compared with 14% who trust influencers more. Still, 53% are less likely to purchase from brands using AI in social content.
• Consumers expect transparency. Nearly 90% say brands and creators should disclose AI-generated social media content.
• Privacy remains a concern. 51% are uncomfortable with AI analyzing their activity to personalize content, with 67% citing data collection as their biggest concern.

The full report is available on Clutch.

About Clutch

Clutch powers how businesses discover, evaluate, and hire the right B2B service partners. Through verified reviews, structured comparisons, and intelligent matching, Clutch helps business leaders make confident decisions about the expertise they rely on, wherever their search starts. As B2B discovery evolves across marketplaces and AI-driven search, Clutch delivers the credibility signals and visibility that both buyers and providers need to navigate an increasingly complex decision environment. Today, over 400,000 service providers across more than 1,900 categories trust Clutch to connect them with buyers ready to hire.

Fonte: Business Wire