Consumers are becoming increasingly selective about the sources they trust online, with 35% of consumers saying they now rely on influencers less for shopping information and recommendations due to AI emerging, according to a Gartner survey.

The Gartner survey of 1,006 U.S. consumers, conducted between May and June 2026, found that as AI-generated content becomes more prevalent across digital channels, many consumers are growing more skeptical of both brand and influencer content. 

We spoke with Emily Weiss, Sr Principal Analyst in the Gartner Marketing practice, to discuss how AI-generated content is reshaping consumer trust, why some consumers are becoming more skeptical of influencer and brand content, and what marketers can do to maintain authenticity and credibility in an increasingly AI-generated environment.