Consumers Will Not Buy from Companies Using AI on Social Media

Consumers are increasingly encountering artificial intelligence on social media, but familiarity does not equal widespread trust. Research from Clutch finds that 86 percent of consumers have encountered AI-generated content, while 53 percent are less likely to purchase from companies they know use AI in social media content.

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

Key findings include the following:

• Consumers draw a line at deception, as 64 percent would trust a company or creator less if products were misrepresented with AI-generated content, while 42 percent view AI positively for educational content.
• AI threatens influencer trust, as 71 percent would question a human influencer’s recommendation if AI was used to create content, while 45 percent would not knowingly engage with or trust AI influencers.
• Companies have a trust advantage, but it is fragile. Nearly 40 percent trust companies more for product recommendations, compared with 14 percent who trust influencers more.
• Consumers expect transparency, as nearly 90 percent say companies and creators should disclose AI-generated social media content.
• Privacy remains a concern, as 51 percent are uncomfortable with AI analyzing their activity to personalize content, with 67 percent citing data collection as their biggest concern.