60% of US consumers turned off by AI in brand messaging
Original: Sixty percent of US consumers say 'AI' in brand messaging is a turnoff
Why This Matters
Reveals consumer skepticism toward AI marketing, challenging brand strategies focused on AI visibility and messaging approaches.
Survey finds 60 percent of US consumers view AI mentions in brand messaging negatively, with 61 percent unable to name brands using AI effectively. Consumers report internet feels less human than a decade ago.
According to WordPress VIP's Future of the Web 2026 report, consumer sentiment toward AI in brand messaging remains largely negative. The research reveals that 60 percent of US consumers say AI in brand messaging is a turnoff. Additionally, 61 percent of consumers cannot name a single brand they believe is using AI well in its messaging, indicating that despite two years of brands investing in AI visibility strategies, none have achieved clear market differentiation on this front. The survey also found that 74 percent of consumers believe the internet feels less human compared to 10 years ago, and consumers experience "bot fatigue" within an average of 40 minutes. Enterprise teams spend approximately 16.6 hours weekly trying to improve their AI visibility. The report suggests that successful brands moving forward will treat their websites as platforms delivering clean data for AI while providing valuable, human-centered content for audiences.