AI in Marketing: 60% of Americans Remain Skeptical

The use of artificial intelligence in brand marketing is generating increasing distrust among American consumers, according to a recent report from WordPress VIP, a division of Automattic. This report highlights the challenges faced by companies trying to establish themselves in an AI-dominated digital landscape. While brands strive to appear in AI-generated search results, 60% of American consumers report being put off by messages from brands using AI.

In addition to this reluctance, 86% of consumers express distrust towards AI, preferring to explore original sources rather than relying on automated responses. This trend underscores a growing need for transparency and attribution in digital communications. Notably, 42% of survey participants consider AI-generated responses without clear attribution to be less reliable than traditionally opaque elements, such as airfare, confusing privacy policies, and medical bills.

A Less Human Internet

The survey also reveals that nearly three-quarters of respondents believe that today's Internet seems less human than it did ten years ago. This sentiment reflects the challenges faced by brands that must adapt to a rapidly changing digital environment. While companies invest in making their brand visible on AI search engines, consumers place greater value on transparency and attribution.

Brian Alvey, CTO of WordPress VIP, stated in the report that companies must now design websites not only for human users but also for AI agents. "People used to build websites for other people," he explains. "Now, you have to build websites for AI agents acting on behalf of those people. If your site's content isn't readable by AI, you're invisible to an increasing share of how people search. You don't exist. And if your content doesn't seem human and trustworthy to the small percentage of people who actually click beyond AI response engines, they won't come back a second time."

The Importance of Transparency and Attribution

Despite the distrust, the report indicates an increase in AI referrals to websites. Sixty percent of business decision-makers have seen a rise in traffic from AI search engines over the past year. For 74% of them, AI visibility and attribution are essential priorities.

Finally, the report highlights that 33% of consumers view clicking to see an original source as a sign of trust, and 80% believe that information on the web should remain freely accessible. These findings align with Automattic's vision for an open web, supported by its initiatives such as the open-source WordPress project and open web protocols like ActivityPub.

The survey, conducted in April, questioned 2,000 individuals, including 800 business decision-makers and marketing directors, as well as 1,200 American adults. These results paint a picture of a rapidly evolving digital landscape, where brands must navigate between AI visibility and human trust simultaneously.