MELTWATER, YOUGOV REPORT HIGHLIGHTS SHIFTING CONSUMER TRUST IN AI-GENERATED CONTENT

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KUALA LUMPUR, April 22 (Bernama) -- Meltwater and YouGov have released Trust in the Age of Generative AI, a new report exploring how the rapid rise of artificial intelligence (AI)-generated video, audio, images and text is shaping consumer trust in brands and content.

Drawing insights from nearly 10,000 consumers across seven global markets, the study examines attitudes toward generative AI (GenAI) and the media environments that influence these perceptions. The findings offer key insights for brands navigating this rapidly evolving landscape.

Meltwater Chief Product Officer, Chris Hackney in a statement said GenAI provides brands with a powerful new way to connect with audiences, but success depends on how transparently and thoughtfully it is used, and brands that lead with clarity and accountability have a real opportunity to build deeper trust.

As GenAI becomes more integrated into marketing and communications, the report reveals a pivotal moment for brands, not only in how they adopt AI, but also in how they redefine trust-building with audiences.

The findings also point to a meaningful opportunity, in which consumers want brands to be transparent, intentional, and audience-first in their use of AI, and those that are could differentiate themselves and build stronger, more trusted relationships with their audiences.

The report finds that transparency is a critical factor, with 86 per cent of consumers saying AI-generated content should be disclosed, presenting a clear opportunity for brands to build trust.

At the same time, perceptions remain mixed, as 32 per cent of respondents say they would trust brands less if content is AI-generated, compared with 15 per cent who would trust them more, underscoring the importance of how AI is applied and communicated.

Consumer sentiment toward AI also reflects a degree of caution, with 39 per cent expressing excitement while a larger 51 per cent remain unconvinced. Awareness is increasing, as 58 per cent of consumers believe they can identify AI-generated content, while online discussions have grown by 53 per cent, with media contributing 34 per cent of overall coverage.

Concerns over misinformation remain high, with 73 per cent of respondents highlighting it as a key issue, creating an opening for brands to position themselves as reliable and trustworthy sources. Acceptance of AI varies by context, with higher levels seen in entertainment and advertising, but significantly lower trust in news and influencer content.

“These insights show that trust is not being lost; it is being redefined,” added Hackney.

-- BERNAMA