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New Findings on Consumer Trust in AI Responses

In a recent survey conducted by Raptive, which included responses from 3,083 consumers across the U.S., a significant 74% of participants indicated that knowing the source behind an AI-generated answer or recommendation holds great importance. This research underscores the necessity of transparency in AI, revealing how consumer trust is significantly influenced by the credibility of the information sources.

Key Takeaways from the Survey

The study illustrated an intriguing relationship between source familiarity and consumer trust in AI responses. When no source was provided, only 42% of respondents reported trust in the answer. Conversely, when the source of the AI response was a creator or expert with whom they were already familiar, trust levels jumped to an impressive 75.4%. Even more compellingly, when the answer was attributed to a reputable publisher or media brand, trust levels reached 77.2%. This suggests that as AI tools are increasingly integrated into everyday decision-making—be it for researching products, planning travel, or seeking various information—the reliability of these tools is intimately linked to recognized and trusted sources.

The Role of Citations and Source Attribution

Notably, the survey found that 59% of respondents would be more inclined to trust an AI-generated answer if it included proper citations. Additionally, 41% indicated that the presence of multiple sources would enhance their trust. This reveals a crucial expectation among users: AI can provide assistance in finding information, but the insight it delivers is only as trustworthy as the human intelligence behind it. As John Roa, Raptive’s Chief AI Officer, aptly noted, “AI may be the interface consumers see, but it cannot be the source of trust on its own.” He emphasizes that the quality of AI responses is deeply rooted in original reporting, authentic expertise, and the established relationships that trusted publishers or creators have formed with their audiences.

The Disconnect Between AI and Trusted Sources

Moreover, the survey highlights an essential caution regarding conflicts between AI responses and information from a trusted source. Only 19% stated they would believe the AI information if it contradicted what a publisher or expert they valued reported. In contrast, 33% would remain loyal to their trusted source, while 37% preferred to conduct further investigation. This illustrates that consumers are cautious and proactive about verifying information obtained through AI, often leaning on other resources such as Google or search engines; 76% of those who often double-check AI answers reported doing so. Daily users of AI tools are also more likely to consult a creator, expert, or influencer they follow, with figures suggesting this demographic reaches 29% compared to 16% among non-daily users.

Variability in Source Trust Based on Topic

It is also interesting to note that preferences for sources varied by the type of information sought. While consumers displayed a clear inclination toward trusted media brands for news, preferences for publishers or creators showed more balance in areas such as health information. In culinary queries, for example, 35% of daily AI users leaned towards established creators or experts, compared to only 23% of less frequent users.

Implications for Advertisers and Content Creators

The importance of this study is far-reaching, especially for advertisers and marketers who rely on consumer engagement through AI-powered platforms. As Marla Newman, EVP of Sales at Raptive, articulated, “As AI changes how people encounter information, the credibility of the publishers, experts, and creators behind an answer still shapes what consumers are willing to believe.” This insight suggests a pressing need for brands to maintain visible sourcing and transparency, ensuring that trust not only persists but grows within the evolving landscape of AI integration.

Overall, the findings from this survey illustrate a clear message: while artificial intelligence is rapidly becoming an indispensable tool in our lives, the importance of human credibility cannot be overstated. Consumers are discerning and prioritize reliable sources when evaluating the information they encounter, rejecting any responses that lack transparency or authenticity. As the AI landscape advances, understanding these consumer attitudes will be crucial for effectively harnessing technology to maintain trust and engagement.

Research Methodology

The Raptive survey conducted in September 2026 reflects the attitudes and preferences of U.S. consumers concerning AI use, source attribution, and trust in AI-generated responses. The results present a compelling case for integrating transparency into AI practices, bridging the gap between technology and authentic human insight.

About Raptive

Raptive operates at the intersection of technology and media, focusing on premium content, trusted creators, and real user behavior. With a reach exceeding 224 million users monthly and over $4 billion disbursed to creators and publishers, Raptive continues to support a trustworthy environment for both advertisers and consumers.