NEW YORK, April 15, 2026 /PRNewswire/ — Emplifi, an AI-powered social media marketing platform, has published its “Digital Authenticity in the Age of AI” report, based on a survey of more than 1,600 consumers in the U.S. and UK. The report explores how perceptions of brand authenticity are evolving in an era characterized by increasing AI adoption in marketing and customer service.
The findings reveal a strong connection between authenticity and consumer trust. A significant 93% of respondents indicated that authentic engagement fosters trust, while 85% expressed a willingness to pay a premium for brands they consider authentic. Conversely, the report highlighted a potential backlash, with over half of consumers stating they would cease purchasing from brands following an inauthentic experience. Moreover, one in three indicated they would leave a negative review.
Consumers’ trust is heavily influenced by verifiable information. The report notes that 66% of participants view search engine results as a key indicator of authenticity, closely followed by 63% who trust user-generated content. This underscores the importance of discoverability and peer validation in shaping consumer perceptions of brands.
In the realm of customer care, the manner in which brands deliver their services is paramount. Transparency and responsiveness are critical, with over 90% of consumers expecting brands to disclose their AI usage in marketing. Speed is also a significant factor; 84% of surveyed individuals indicated that quick response times are essential for authentic interactions.
Susan Ganeshan, Chief Marketing Officer at Emplifi, commented, “Our research proves consumers are not against brands using AI; they simply want brands to be transparent about AI use while giving them the information they need to make informed decisions.” She emphasized that consumer expectations for instant access are rising, reinforcing the necessity for brands to respond promptly and meet customers’ needs in real-time.
The report arrives at a crucial moment as businesses increasingly turn to AI solutions for marketing and customer care. According to EMARKETER, nearly 50% of marketers were already utilizing AI for image and video creation just over a year ago. Gartner further predicts that brands will implement agentic AI solutions capable of autonomously resolving 80% of common customer service issues within the next three years.
Emplifi’s research also delves into consumer behavior regarding product research and online purchasing trends. For products exceeding $500, 56% of respondents reported visiting three or more websites to establish trust before making a purchase. For lower-cost items under $20, the typical starting point for research is online marketplaces and company websites.
Ganeshan concluded, “If there’s one thing this report makes clear, it’s that consumers are doing their homework and rewarding brands that earn their trust in those moments. Authenticity is built through real customer interactions; how brands show up, how quickly they respond, and how consistently they deliver. The brands that get this right won’t just win attention; they’ll win long-term loyalty and revenue growth.”
The full findings of the survey can be accessed in Emplifi’s report, “Digital Authenticity in the Age of AI.”
About Emplifi
Emplifi is a leading AI-powered social media marketing platform that empowers brands to deliver meaningful, connected experiences across digital channels. Recognized as a leader by industry analysts and celebrated for its customer service, Emplifi offers innovative insights and AI-driven tools designed to enhance social media performance, improve influencer marketing strategies, and facilitate impactful customer engagement across marketing, commerce, and customer care.
Contact:
Jordan Lukes, Corporate Communications Director, Emplifi
[email protected]
SOURCE Emplifi Inc
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