Sixty percent of US consumers say ‘AI’ in brand messaging is a turnoff, survey finds

A significant gap exists between corporate enthusiasm for artificial intelligence and consumer comfort with AI-centric brand messaging. According to WordPress VIP's latest consumer survey, 60% of US consumers report that seeing "AI" explicitly mentioned in brand communications actively discourages them from engaging with those brands. This finding reveals mounting consumer hesitancy even as companies increasingly invest in AI-driven solutions and marketing strategies.

The WordPress VIP survey highlights a critical disconnect in the AI adoption landscape. While businesses are rapidly integrating AI technologies into their operations—particularly in search functionality and content generation—consumers remain skeptical about explicitly AI-branded offerings. This wariness extends beyond mere curiosity; the data suggests that prominent AI labeling may actively undermine consumer trust and purchasing intent. The survey's timing is particularly significant, as companies are increasingly positioning AI search as a valuable referral channel and competitive advantage in the digital marketplace.

The findings suggest that consumer perception lags behind technological capability. Many users may benefit from AI-powered features without realizing it, but deliberately emphasizing AI in marketing messaging appears counterproductive to brand building and customer acquisition efforts.

• Brands must balance transparency about AI usage with consumer preference for unbranded technology experiences
• Marketing strategies highlighting AI capabilities may alienate rather than attract potential customers
• Companies should consider embedding AI features without prominent "AI-powered" labeling
• The consumer skepticism trend may force rebranding of AI-dependent services and features
• Search engines and content platforms face pressure to deliver AI benefits while managing consumer perception
• Customer education initiatives may be necessary before explicit AI marketing becomes effective

This survey represents a crucial reality check for businesses betting heavily on AI as a marketing differentiator. Rather than being a universally attractive selling point, explicit AI branding currently functions as a liability for many companies. As the AI market matures and consumer understanding evolves, brands may need to fundamentally reconsider how they communicate AI integration to customers, focusing instead on tangible benefits rather than technological origins.