AI now shapes how we shop, what we see, and even who we trust. But as brands ramp up AI-generated marketing and product experiences, leading experts warn: the very tech driving innovation could be weakening the consumer trust brands depend on.
Where AI quietly rules your cart and screen
The average online shopping journey is now lined with AI-powered touchpoints: product suggestions, AI chatbots, and—most strikingly—product descriptions and reviews generated by artificial intelligence. Even the toys and games on virtual shelves may be marketed as “AI-powered” or described using AI-written copy. According to industry data, the line between traditional and fully AI-automated content is blurring so fast that shoppers may not even be aware when algorithms are pitching to them.
- AI-generated product descriptions and reviews are now commonplace across e-commerce platforms [Pangram].
- Product listing details—once hand-crafted by marketers—are increasingly written by generative AI tools [Pangram].
- Some products, like AI-integrated board games and smart devices, even highlight “AI” front and center in their branding [Amazon].
This surge isn’t just a tech fad. AI is rapidly invading product advertising, digital display campaigns, and backend creative processes, promising cost savings and efficiency for brands. But is this transformation paying off in the only metric that matters—trust?
Can you trust an AI-generated promise?
Researchers tracking the AI boom in consumer marketing have detected a subtle but significant backlash. Mia Wang, assistant professor at the University of Colorado Boulder, has found that shoppers judge brands more harshly when they realize a message or image was crafted by AI—especially for premium or socially-conscious labels. “People have more negative perceptions of ads, particularly for luxury brands, that they know are AI-generated, a perception that can extend to the brand itself,” Wang notes [Pangram].
Brand gaffes are now going viral. In July 2025, Vogue drew criticism for a feature using an AI-generated model in a Guess campaign [BBC]. Even Levi’s faced scrutiny when its push for “inclusive representation” relied not on real models, but on algorithmically generated alternatives. The question for consumers became: how genuine are a brand’s values when even diversity can be synthesized?
Cost and convenience — but at what price for big brands?
AI-generated content is a boon for scrappy newcomers and small businesses that can’t afford in-house designers or elaborate shoots. Costs plummet from thousands of dollars a month to mere subscription fees for advanced AI tools. But major names—like Coca-Cola, releasing its second AI-crafted holiday ad in November—face tougher scrutiny. Consumers expect authenticity, effort, and emotional intelligence from big brands, not shortcuts only a machine can deliver.
Wang says, “A luxury brand — they could use human labor to show some brand effort … but instead of spending money and finding the real intelligent people to do the work, they use AI.”
The AI Label: Boost or backfire?
For some, “AI-powered” signals innovation and sophistication. But psychological research suggests that the mere mention of AI can trigger skepticism instead of excitement. Dogan Gursoy at Washington State University co-authored a 2024 study testing the effects of “AI” branding in product descriptions. Participants exposed to “AI-powered” versions of the same car or TV reported lower purchase intent than those offered a “new technology” version [Study].
- Stating “AI-powered” often reduces, not increases, trust or intent to buy for average consumers.
- Trust issues intensify around products seen as vital or high-risk—such as medical diagnostic tools or smart home gadgets.
- AI’s reputation for data harvesting raises direct privacy concerns—some generative-AI assistants have been found to store and share personal data without clear user awareness [Study].
Gursoy’s advice to brands: don’t just slap “AI-powered” on your packaging. Clarify exactly how AI benefits the customer and address privacy concerns upfront—or risk losing trust, even before checkout.
What brands—and shoppers—should do now
The path forward is nuanced. AI can empower innovation, open new creative frontiers, and democratize content production. But consumers have made their stance clear: they value truth, authenticity, and transparency above technical wizardry. To succeed, brands must:
- Explicitly explain the benefit of AI features to the customer.
- Address privacy and data security openly.
- Be selective—using AI where it creates true value, not just for convenience or aesthetics.
- Avoid using AI-generated models or descriptions as quick substitutes for authenticity, especially when making claims related to social impact or inclusion.
Consumers, too, are learning to identify AI-driven writing and images. Growing digital literacy means manipulative or insincere uses of AI won’t stay hidden indefinitely. In the battle for trust, human insight, empathy, and honest communication may be more important than any algorithmic breakthrough.
For ongoing expert coverage on the impact of technology and AI in entertainment, shopping, and beyond, keep reading onlytrustedinfo.com—your fastest source for the stories that shape culture and consumer power.
