AI misinformation and brand trust have become major concerns for businesses as generative artificial intelligence makes it easier to create convincing but misleading content. From fake product images to deepfake videos and fabricated endorsements, companies face growing risks to their reputations and customer relationships.
Recent research highlights the scale of this challenge. A September 2026 Gartner survey found that 65% of US consumers believe brands produce too much AI generated marketing content, while 57% say this content has made them less trusting of brand messaging overall. The findings underline a growing challenge for marketing teams that want to use AI without weakening customer confidence.
As a result, businesses are reassessing how they produce content, verify information and communicate with customers across digital channels.
Consumer Research Highlights Growing Distrust
The latest industry findings suggest that consumers are becoming more selective about the content they believe and the companies they support.
According to Gartner research published in September 2026, 35% of surveyed US consumers rely less on influencers for shopping information and recommendations because of AI. However, 43% say they rely more on real people for recommendations as AI generated content becomes increasingly common.
These findings reveal an important distinction. Consumers are not necessarily rejecting AI technology. Instead, they want credible information, authentic experiences and clear accountability from the brands they encounter online.
Furthermore, Gartner reported in March 2026 that 50% of surveyed US consumers would prefer to do business with brands that avoid generative AI in consumer facing content. The survey also found that 68% frequently question whether the information they see is real.
Together, these findings show why transparency and content quality are becoming central to modern marketing strategies.
Deepfakes and False Claims Threaten Brand Reputation
AI generated misinformation extends beyond social media posts and advertising. Fraudsters can imitate company executives, customer support representatives and familiar brands to create convincing scams.
A February 2026 report from McAfee found that surveyed Indians encountered an average of four deepfakes per day. The research also reported that 87% of Indian respondents had personally encountered an online scam.
Meanwhile, Sift’s third quarter 2026 Digital Trust Index reported that 53% of surveyed consumers who use social media or messaging apps had encountered a scam involving AI generated images or videos. Retailers and ecommerce brands were the most frequently impersonated category, cited by 40% of respondents.
Consequently, businesses can face reputational damage even when they did not create the misleading material. Fake promotions, counterfeit product listings and fraudulent customer service accounts can confuse buyers and create doubts about legitimate company communications.
Incorrect AI Recommendations Can Damage Customer Confidence
The spread of AI misinformation also creates risks for companies that rely on third party AI platforms to promote their products.
A March 2026 Rithum survey of 1,046 online shoppers in the United States and United Kingdom found that 58% would blame a retailer or brand when an AI recommendation contained incorrect product information. Additionally, 16% said they would avoid purchasing the product entirely after a bad recommendation.
These findings highlight the importance of maintaining accurate product descriptions, pricing, specifications and customer support information across digital platforms.
For example, an AI assistant that incorrectly describes a product’s features could influence a purchasing decision. Even when the retailer did not supply the incorrect information, customers may still associate the error with the brand.
Therefore, businesses need stronger processes for checking product information and correcting inaccurate claims wherever they appear.
Experts Emphasize Transparency and Content Quality
Marketing analysts increasingly stress that businesses should prioritize useful, credible communication rather than simply increasing the volume of AI generated content.
Emily Weiss, senior principal analyst in Gartner’s Marketing practice, said in a September 2026 discussion about AI and consumer trust, “The answer is not to avoid AI. The answer is to use it thoughtfully.”
The advice reflects a broader challenge for marketing leaders. AI can help companies develop campaigns, personalize communication and improve productivity. However, poorly reviewed material can spread inaccuracies and weaken customer confidence.
Furthermore, clear disclosures, human review and verifiable evidence can help businesses distinguish responsible AI adoption from misleading communication.
Companies should also establish clear internal procedures for reviewing sensitive claims, approving public statements and responding quickly when false information circulates online.
What Businesses Should Know
Businesses should treat AI misinformation as both a marketing challenge and a reputation management priority. A practical response begins with several measures.
- Verify information before publication. Review statistics, product claims, customer testimonials and external references before releasing content.
- Disclose AI use where appropriate. Give audiences meaningful information about synthetic images, AI generated material and automated customer interactions.
- Protect brand identity. Monitor suspicious accounts, fake advertisements and unauthorized use of company logos or executive identities.
- Maintain human oversight. Require qualified employees to review important marketing messages, financial claims and customer communications.
- Respond quickly to misinformation. Publish corrections through verified company channels and provide customers with reliable ways to confirm suspicious messages.
Looking ahead, businesses that combine AI efficiency with transparency and accountability may be better positioned to preserve customer relationships. In an increasingly synthetic digital environment, credible information and consistent communication remain essential to long term brand trust.
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