The Trust Paradox: Consumer Trust Signals in the Age of AI.
As AI-generated content becomes increasingly widespread, consumers are looking for human proof points to guide their decisions. Today, it is no longer brand messaging that makes the difference, but customer reviews, content creators, and authentic experiences that build trust and influence purchasing decisions.
Survey conducted among 32,614 consumers · France, Italy, Spain, United States · 2026
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What you’ll discover
- Why reviews, UGC and creators perform better than brand-produced content and what this means for your marketing strategy.
- What causes customers to disengage: the five leading drivers of distrust, and why they affect generations differently.
- How to respond: practical recommendations for marketing, e-commerce, CX and community teams.
THE 3 SIGNALS
The Rise of AI Reinforces
the Value of Human Recommendations
of consumers feel uncomfortable relying solely on AI.
of consumers trust photos and videos from real customers more than brand-created content
say they are willing to purchase based on a creator recommendation (vs. 22% of Gen X and 18% of Boomers)
Fake Reviews Are the Leading Cause of Eroding Trust.
Consumers know exactly what creates distrust toward a brand. Our 2026 Consumer Report identifies the five most frequently cited factors:
THE GENERATIONAL GAP
Younger generations are far more sensitive to signals that feel inauthentic.
The same creator campaign can either strengthen or undermine trust, depending on the generation you are targeting.