Clear disclosure of AI use is becoming essential for maintaining consumer trust, with a recent global study revealing that 84% of Singaporeans believe AI-generated content should be clearly labeled. The report, titled “Trust in the age of generative AI” and conducted by YouGov and Meltwater, underscores the growing importance of transparency amid increasing AI adoption.
Nearly half (49%) of respondents indicated their trust in a brand would decline if the use of AI was not disclosed, highlighting the reputational risks associated with a lack of transparency. Drawing insights from nearly 10,000 consumers across Singapore, Australia, Canada, France, Germany, the UK, and the US, the report examines consumer expectations regarding authenticity and credibility as AI technologies become more prevalent.
Despite a rising acceptance of AI, concerns remain significant. While 55% of Singaporeans expressed excitement about AI’s future, an overwhelming 83% voiced apprehension regarding its expanding role in daily life. Misinformation emerged as the leading worry, with 74% of respondents believing AI-generated content could be manipulated for fake news or scams. Additionally, 68% pointed to the risk of incorrect or misleading information, and 64% mentioned difficulties in identifying AI-generated content. Concerns about the misuse of personal or sensitive data were also notable, with 58% of respondents highlighting this issue.
Nonetheless, the report acknowledged the positive aspects of generative AI, with approximately 58% of respondents noting faster content creation as a benefit. About 56% indicated that AI aids in idea generation, while 54% mentioned improved accessibility for those lacking technical or creative skills. Awareness of AI-generated content is increasing, particularly among younger consumers, with over six in ten (64%) believing they can identify such content; confidence is highest among those aged 18 to 24 (89%). Men reported slightly higher confidence than women, at 67% versus 61%.
Consumer sentiment toward brands utilizing AI is mixed. While 23% of respondents stated they are less likely to trust brands employing AI-generated content, 18% expressed an increase in trust, suggesting a potential opportunity for companies that embrace transparency and responsible practices. Acceptance of AI-generated content varies significantly by context, with the highest comfort levels in entertainment (72%), followed by product advertising (64%) and education (60%). Acceptance drops sharply in more sensitive areas; only 35% of respondents are comfortable with AI in news content, while 28% feel similarly about political content.
In total, 45% of Singaporeans indicated comfort with AI-assisted content, contrasting with 32% who prefer fully human-created material. The report noted a shift in attitudes, with one-third (33%) of Singaporeans expressing a more positive view of generative AI over the past year, while 20% reported a more negative stance. “It’s evident from the data that Singaporeans aren’t rejecting AI, just scrutinizing it as they should. High concern and genuine excitement exist side-by-side, and that indicates that trust has to be earned, not assumed,” said Mimrah Mahmood, APAC Enterprise vice president at Meltwater.
Mahmood added, “This shows that when brands are clear about how and why they use AI, they can build stronger connections with their audience. Looking ahead, transparency will be key to shifting AI adoption into audience trust.” Andrew Farmer, global head of PR and editorial at YouGov, echoed this sentiment, noting, “Generative AI has quickly moved from novelty to normality, blurring the line between human and machine-made content. YouGov’s data suggests that ultimately, the brands that succeed in the generative era may not simply be those that adopt AI fastest, but those that earn and maintain the trust of the audiences they serve.”
The findings arrive as AI adoption in marketing accelerates globally, even as questions regarding disclosure persist. Research by the World Federation of Advertisers revealed that 78% of multinationals are already utilizing AI-generated or AI-enhanced content in consumer-facing marketing. However, uncertainty lingers, with eight in ten brands seeking clearer global guidance on AI disclosure, despite 67% having developed internal policies. AI is being widely applied across marketing workflows, including product images (87%), marketing copy (80%), and background visuals (77%). Brands continue to grapple with the level of transparency needed and what consumers truly expect.
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