Consumers Demand Transparency in AI Use
A global report titled ‘Trust in the Age of Generative AI’ has been released by Meltwater and YouGov, focusing on consumer perceptions of AI-generated content. Published on April 21, 2026, the study examines the impact of this technology on trust in brands and media.
Survey results from nearly 10,000 consumers across seven global markets reveal that 86% insist on disclosing AI-generated content, reflecting a strong desire for transparency from brands using AI.
While 32% of consumers would trust brands less with AI-generated content, 15% report increased trust, emphasizing the need for intentional and transparent AI use.
Key Consumer Insights
Skepticism balances excitement for AI, with 51% expressing concerns about its implications. Meanwhile, 73% worry about misinformation, offering brands a chance to be seen as reliable sources.
Acceptance of generative AI varies by context, being higher in entertainment (53%) and advertising (47%), but lower in news (21%) and influencer content (28%). This indicates diverse expectations across media types.
According to Chris Hackney, Chief Product Officer at Meltwater, “Generative AI gives brands a powerful new way to connect with audiences, but success will depend on how transparently and thoughtfully it’s used.”
Andrew Farmer from YouGov mentioned, “Generative AI has moved from novelty to normality at remarkable speed. The brands that succeed may not simply be those that adopt AI fastest, but those that earn and maintain the trust of the audiences they serve.”
Rising AI awareness is evident, with 58% of respondents feeling capable of identifying AI-generated content. Online mentions have surged by 53%, with media generating 34% of this coverage, indicating consumers are becoming more discerning about AI content.
Individual creators dominate AI-related conversations, with 92% of top social media posts about AI originating from them, compared to only 8% from traditional news outlets. This trend shows a move towards personalized discussions around AI technology.
AI video content is particularly engaging, with related posts tripling and engagement increasing by 557% from March 2025 to February 2026. This format excels in positive sentiment and engagement, showing strong consumer interest in AI video.
Meltwater’s website offers the full report for download, providing further insights into how brands can navigate the evolving landscape of AI and consumer trust.
