Generating Interest: The Reactions When Brands Use AI Content In Marketing

Just when I thought everyone had strong opinions on AI use, a recent Klaviyo survey showed me where there might be some ambivalence.

Of course, there’s a trap just outside the edges of that ambivalence.

For its 2026 AI Consumer Trends report, Klaviyo and Datalily surveyed more than 8,000 consumers worldwide, finding that 3 in every 5 (61%) were neutral to brands using marketing content that was clearly generated by AI.

“Nearly 1 in 5 consumers told us that they see low-quality or generic AI content from brands weekly,” says the report, which found that 7% actually trusted brands more after seeing AI-generated content. “For some, it leaves a meaningful impression: 32% say it makes them trust brands less.”

(Source: Klaviyo) 

Consumers said the biggest tells of content being AI-generated were the response time being too fast for a human (50%), the response being too robotic or formal (49%), an unnatural writing tone (33%), and a response not fully answering the question. 28% said a clear, relevant answer made them feel most understood when having to interact with AI.

“Ultimately, some consumers are more open to brands using AI than others, assuming that AI helps improve their experience,” the report says. “But when it’s too obvious or poorly executed, AI can erode trust.”

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