Gartner: 35% of shoppers trust influencers less as AI content spreads

A Gartner survey of 1,006 consumers conducted in May–June 2026 found that 35% of those seeking shopping recommendations rely less on influencers as AI-generated content spreads. 65% say brands' marketing has too much AI content, and 57% say that erodes their trust in the brand; 43% now lean more on human expertise.

• 35% of consumers rely less on influencers for shopping recommendations
• 65% say brands' marketing materials contain too much AI content
• 57% say AI content makes them distrust the brand
• 43% now rely more on human expertise for shopping advice