Survey Shows 50% of Consumers Prefer Brands Not Using AI

Consumers prefer brands not using AI, with half of shoppers saying they trust brands more when AI is optional, transparent, and clearly adds value.

Brands are rushing to add AI into ads, listings, and customer messaging without thinking about how shoppers feel. That move is starting to backfire as consumers prefer brands not using AI when trust is on the line, even as more than 900K Amazon sellers already rely on built-in AI listing tools.

The problem is deeper than preference because many shoppers now question what’s real and what’s not. A recent survey shows that half of consumers may walk away if AI feels forced instead of helpful.

Survey Highlights Show Rising Skepticism Around AI in Marketing

A survey from Gartner shows that consumers prefer brands not using AI, with half of the respondents favoring companies that avoid AI in customer-facing messaging. The findings point to growing hesitation around generative AI in advertising, especially when it directly influences how products and services are presented.

According to Bryan Wassel from RetailDive, the study, which was based on responses from more than 1,500 U.S. consumers, highlights a widening gap between AI usage and trust. Many shoppers are adopting AI tools, but their customer perception of AI remains cautious and often skeptical.

50% of consumers prefer brands that do not use AI in messaging, ads, and content
60% frequently question the reliability of information used for decisions
Over two-thirds often doubt whether the content they see is real

The report also notes that skepticism can lead to lost sales if brands push AI too aggressively into the experience. Consumers who feel forced to interact with AI are more likely to disengage, while those who are neutral or distrustful may avoid the brand entirely.

Businesses are being urged to treat AI as both a technology and a trust decision, especially when integrating it into marketing campaigns. For any Amazon agency advising sellers, the data signals a need to balance automation with transparency and ensure AI remains optional rather than required.

What Marketers Should Do as AI Skepticism Grows

MarTech Series reports that a survey reinforces that consumers prefer brands not using AI when trust is uncertain, pushing marketers to rethink how AI marketing for brands is applied. The findings show that adoption alone is not enough, and every AI decision must also address consumer trust in AI.

Marketers are advised to make AI use transparent, clearly explaining when and how it is part of the experience. They should also ensure AI remains optional, allowing customers to choose whether or not to engage with these tools.

The report highlights the importance of focusing on use cases that provide immediate and obvious value to the customer. AI should be introduced in ways that support the experience rather than disrupt it or create doubt.

To reduce skepticism, brands are encouraged to make verification easier by supporting claims with clear proof points and structured governance. As consumers increasingly question what is real, giving them control and clarity can help maintain confidence in brand messaging.

Key Insight	Data Point
Consumers preferring non-AI brands	50%
Question reliability of information	61%
Question if content is real	68%
Rely on intuition for truth	27%

Strategies for Building Trust with AI in Marketing

Consumers prefer brands not using AI when transparency and control are lacking, creating a clear need for guidance on how to implement AI effectively. The survey indicates that even as more Americans encounter generative AI, trust in brands using AI remains cautious and requires careful management.

Marketers should clearly disclose how AI is applied in communications and product listings, ensuring that interactions remain optional and supportive. AI disclosure for product listings helps shoppers understand the technology behind the content, reducing skepticism and increasing confidence in brand messaging.

The findings also suggest starting with AI applications that deliver immediate value, such as assistive tools that enhance the shopping experience without replacing human judgment. Verification of claims should be accessible, giving consumers proof points that reinforce credibility and mitigate doubts about automated content.

Brands using AI must treat transparency as a central strategy rather than a technical afterthought, integrating clear labeling and user choice at every stage. By prioritizing clarity and optional engagement, marketers can strengthen trust while still taking advantage of generative AI to improve efficiency and personalization.