Kantar Insights report highlights consumer trust gap in AI marketing

A study by Kantar Insights, titled Media Reactions 2026, reveals a significant gap between marketing professional expectations and consumer behavior regarding generative artificial intelligence (GenAI). While 62% of marketers expect GenAI to play a decisive role in brand recommendations, only 32% of consumers use these tools for product research, and just 23% trust the recommendations they receive.

According to Gonca Bubani, global media director at Kantar Insights, the credibility of AI recommendations depends on individual perceptions of technology, brand familiarity, information origin, and presentation style. The study suggests that companies must carefully test and measure AI investments rather than assuming consumers will use these platforms as the market expects.

Additionally, the research highlights increasing complexity in media planning. The percentage of professionals who believe they have found the right balance between brand building and performance marketing has declined from 60% in 2025 to 50% in 2026. Furthermore, those claiming to have the correct media mix dropped from 64% to 57%.