AI Content Erodes Trust, Consumers Shift Away From Influencers
A Gartner survey indicates 35% of consumers rely less on influencers for shopping advice due to distrust in AI-generated content. They are now seeking human expertise.
Consumers are increasingly skeptical of online shopping recommendations, with a significant portion reducing their reliance on social media influencers, according to a new Gartner survey. The research, conducted in May and June 2026 with 1,006 participants, found that 35% of consumers are trusting influencers less as AI-generated content proliferates across platforms.
The decline in trust is not attributed to a preference for AI-generated advice, but rather a growing wariness of what is perceived as "AI slop." The survey revealed that 65% of consumers believe brands' marketing materials contain excessive AI content, leading 57% to distrust the brand. This widespread skepticism is impacting how consumers seek product information.
As a result, consumers are turning back to more traditional sources for guidance. The Gartner findings show that 43% of respondents are now relying more on human expertise for shopping information, indicating a desire for authenticity. This shift highlights a critical juncture for marketers navigating the integration of AI into their strategies.
"Consumers are not rejecting AI outright. However, they are becoming more selective about the content they trust, and the sources they rely on for information and recommendations as AI-generated content becomes more prevalent online," stated Emily Weiss, Sr. Principal Analyst at Gartner. She advises marketers to use AI for enhancing relevance and customer experience, rather than solely boosting content volume. Weiss also emphasized the need for clear policies regarding AI use in brand-influencer collaborations.