AI Disclosure, And The Social Media Steps That Consumers Want To See From Brands (New Report)

I recently wrote about what publishers can do to adapt to shifting digital news habits and growing social-media reliance.

Not to spoil a potential good cross-site click, but paying attention to trends, being the best possible primary source, and making digital-accessibility as easy as possible for audiences remains a basic, tried-and-true tactic.

For brands marketing on social media, Sprout Social recently asked consumers what brand-behavior they were most concerned about, finding that undisclosed AI-generated content and mishandled personal data were top concerns.

(Source: Sprout Social)

“Social media doesn’t exist in a vacuum—it’s a microcosm of our broader economic, social and technological climate,” writes Sprout Social’s Matilda Schieren. “Gen Z and Millennials … are more likely to rank AI content disclosure as their top concern, more so than data security.”

Sprout Social’s “The State of Social Media” report found that 50% of social media users associated honesty as the trait embodied by “bold brands,” followed by inspirational (40%), viral or trendy (35%), and humorous (34%).

“Today, 55% of consumers say they’re more likely to trust brands that are committed to publishing content created by humans v. AI,” writes Schieren. “There is still debate around who is responsible for disclosing when social content is AI-generated, but for most audiences, crediting the people behind the posts is the true mark of distinction.”

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