This challenges a common concern among marketers: that disclosing or highlighting AI use would damage brand authenticity. But the survey shows that most consumers already assume AI is involved, and many see it as a sign of efficiency and relevance.
According to the report, 87% of consumers believe they can tell when a company is using AI. But instead of reacting with suspicion, most are receptive. Only 5% report strong distrust when it comes to AI.
Show how it improves CX
So instead of hiding AI, brands should focus on using it in useful, transparent ways – especially if it improves the customer experience.
The report shows that consumers see clear benefits in AI-powered interactions:
- 32% appreciate AI if it saves them time.
- 28% say this proves the brand understands their needs.
This has a measurable impact on behavior. Nearly three in four consumers (73%) say they have made a purchase based on an AI recommendation – and more than half have done so more than once.
Dig deeper: Companies aren’t looking for storytellers. They look for meaning.
Where trust falls away
Despite the benefits, marketers can still lose consumer trust – not because they use AI, but because they use it poorly.
Key concerns include:
- 34% are concerned about data privacy.
- 24% hate overly personal experiences.
- 18% say inaccurate recommendations hurt the experience.
These pitfalls reflect what the report calls the “creepy zone”: when automation becomes intrusive, irrelevant or overly familiar. The solution is not less AI. It’s a better execution.
Avoiding that creepy zone requires new skills. The report introduces the idea of the ‘positionless marketer’: someone who works across analytics, creativity and operations to ensure AI is used thoughtfully.
The rise of the ‘positionless marketer’
This includes:
- Keeping people informed.
- Prioritize transparency over secrecy.
- Give customers more control over how data and automation are used.
In this model, AI becomes a tool for building trust and not a threat to it, as long as there is transparency and guarantees for data security.
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