Breaking

60% of U.S. Consumers Shun Brands Touting 'AI' in Messaging, WordPress VIP Survey Finds

June 16, 2026 at 12:54 EDT

Sales & Business
Policy & Regulation

A consumer and enterprise survey published by WordPress VIP in June 2026 found that 60% of U.S. consumers say flagging "AI" in brand messaging is a turnoff. The findings expose a widening gap between companies racing to optimize for generative AI and consumers who want a human touch and clear sourcing.

June 2026 · Future of the Web Survey

Brands race to be seen by AI. Consumers race to verify the source.

A survey of 2,000 people — 1,200 U.S. consumers and 800 CMOs and enterprise decision-makers — finds a widening gap: 60% of consumers say labeling brand messaging as "AI" is a turnoff, even as brands chase visibility in AI search.

60%

say "AI" labeling on brand messaging is a turnoff

74%

feel the internet is less human than a decade ago

~40min

average time before "bot fatigue" sets in

86%

check the original source after an AI summary

Two sides racing in opposite directions

Share who prioritize each goal

60%

CONSUMERS
turned off by
"AI" labeling

74%

ENTERPRISES
prioritize AI
discoverability

Independent surveys point the same way

WordPress VIP

60%

shy away from "AI" labeling

Gartner

50%

prefer brands not using GenAI content

IAB

39%

of Gen Z negative on AI ads

Clutch

33%

say AI worsens brand image

What consumers want

33% name clicking through to a source as their top trust signal
42% trust unattributed AI answers less than airline fees or privacy policies
61% can't name a company using AI well in messaging

What enterprises know

60% report increased traffic from AI search and answer engines
91% call content's human element important
85% say unreviewed AI content erodes trust

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