Survey: 60% of U.S. consumers say ‘AI’ in brand messaging is a turnoff

A new survey from WordPress VIP reveals a significant disconnect between how brands are adopting artificial intelligence and how consumers perceive those efforts. According to the report, 60% of U.S. consumers say that brands using the term ‘AI’ in their messaging are a turnoff, and 86% do not fully trust AI-generated answers, preferring to explore original sources instead.

Consumers trust human sources over AI attribution

The findings, based on a survey of 2,000 respondents conducted in April, highlight a growing skepticism toward AI-generated content. Notably, 42% of consumers said they trust AI-generated answers without clear attribution less than they trust airline fees, confusing privacy policies, and medical bills. Nearly three in four respondents (74%) said the internet feels ‘less human’ than it did 10 years ago.

The rise of AI referrals creates a balancing act for brands

Despite consumer wariness, the report found that AI referrals to websites are growing. Sixty percent of enterprise respondents said traffic from AI search engines and answer platforms increased over the past year, and 74% of enterprise decision-makers said AI discoverability and attribution are a main or significant priority. This creates a tension for brands: they must optimize for AI visibility while maintaining the human trust that drives engagement.

Why transparency matters more than ever

Brian Alvey, CTO of WordPress VIP, noted in a statement: ‘People used to build websites for other people. Now you have to build websites for AI agents acting on behalf of those people. If your site’s content isn’t legible to AI, you are invisible to a growing share of how people search. You don’t exist. And if your content doesn’t feel human and trustworthy for the tiny percentage of people who actually click past the AI answer engines, they won’t come back a second time.’

The report also found that 33% of consumers said clicking through to see an original source is still their top trust signal, and 80% said information on the web should remain openly accessible rather than controlled by a small number of large organizations.

Conclusion

The WordPress VIP survey underscores a pivotal moment for digital publishers and brands. As AI becomes more embedded in search and content delivery, earning consumer trust requires more than visibility—it demands transparency, attribution, and a human-centered approach. Brands that fail to balance AI optimization with authentic, trustworthy content risk alienating the very audiences they seek to reach.

FAQs

Q1: What percentage of U.S. consumers distrust brands using ‘AI’ in messaging?
A: According to the WordPress VIP survey, 60% of U.S. consumers say brands using ‘AI’ in their messaging are a turnoff.

Q2: Do consumers trust AI-generated answers?
A: The survey found that 86% of consumers do not fully trust AI-generated answers and still want to explore original sources. 42% said AI answers without clear attribution are trusted less than airline fees or medical bills.

Q3: Are AI referrals to websites growing despite consumer skepticism?
A: Yes. 60% of enterprise respondents said traffic from AI search engines and answer platforms increased over the past year, and 74% said AI discoverability is a significant priority.