As generative AI becomes less of a novelty and more of a necessity in daily life, brands can no longer afford a “wait and see” approach. AI is the new frontier of marketing, but it comes with new rules. While trust in AI is growing, it’s highly conditional, and brands must adapt to new terms of engagement to win.

To explore this ever-evolving landscape, Horizon Futures latest thought leadership piece, “Marketing To Machines”, surveyed over 1,000 U.S. adults and analyzes how consumers navigate this new reality.

A few things you’ll take away:

• The Credibility Gap: Trust must be earned, not bought. Consumers are twice as likely to trust a “Top Rated” recommendation over a “Sponsored” one. True influence is built on proof, not promotion.
• Substance Beats Star Power: In the world of AI, usefulness is the new currency. Consumers value clear explanations and credible sources far more than celebrity endorsements when receiving AI-driven advice.
• The Recommendation Isn’t the Finish Line: When an AI gets it wrong, the brand takes the blame. With 86% of consumers still verifying AI recommendations, the real scrutiny begins after the suggestion is made.

*For stat sources and more information see PDF download

Download the full report below.