How Brands Can Navigate AI in Marketing With Confidence

Leading the AI Charge

It’s no secret that AI is advancing fast, but people still crave a human touch. That tension between technological possibility and human expectation is where brands must operate in today’s marketplace to create memorable experiences with consumers. To help guide the way, TriMark Digital looks to insights from our partners at GWI, who recently reported on some early shifts in consumer behavior surrounding AI.

While research on AI in marketing is still emerging, the data offers an early look at how consumers are responding. What we’re seeing overall is a mix of excitement, caution and skepticism—all signs that brands can’t afford to take a one-size-fits-all approach. As marketers, we have to find ways to blend new technologies with creativity, transparency and human-led strategy that will maintain consumer trust.

When used effectively, AI isn’t a replacement for authenticity, but a tool that can strengthen marketing strategies and make the human connection even more impactful.

The Upside of AI

Consumer attitudes may still be evolving, but that shouldn’t overshadow the real potential of AI. For marketers, the opportunity lies in balancing innovation with authenticity. Understanding the upside of AI is the first step toward building strategies that both harness technology and honor human trust. That begins with taking a closer look at how quickly the technology is actually being adopted by consumers.

AI has the potential to help marketers by improving efficiency in personalization. It offers data-driven insights for smarter targeting and streamlining workflows for creative teams. But it’s only one tool in our performance marketing playbook. To use AI effectively, brands need to more deeply understand customer perception of this evolving technology.

AI Still Has Trust Issues

Despite the mainstreaming of AI, customers remain concerned. Following the release of ChatGPT, “consumer concern about AI” surged 152%, GWI reveals. Customers also remain skeptical of brands that rely heavily on this time-saving resource. According to a 2025 survey, nearly half of customers won’t buy from brands using AI-generated content, and 79% say human connection matters more.

Check out these numbers from SurveyMonkey’s 2025 State of Marketing report:

Understanding Consumer Skepticism

Many consumers worry that AI collects and uses their personal data without enough transparency or control. Others simply don’t trust the technology yet.

People tend to feel more at ease with AI when it’s applied to practical, functional tasks rather than brand-driven storytelling. For example, AI-powered chatbots that answer questions quickly offer a transactional service with measurable benefits.

When AI is used to craft brand messages, social media posts or emotional ad campaigns, skepticism often grows. While only 29% of consumers are confident they can identify AI-generated content, many still question whether a machine can convey human nuance or express empathy—both important factors when a brand is trying to build connection and trust.

Building Trust Requires Tailored Strategies

Trust in AI is far from universal, and authenticity matters. At least 46% of consumers want brands to be authentic, GWI reports, and the level of AI adoption and trust varies widely depending on a brand’s target audience and industry. This means that brands using AI for messaging must work twice as hard to prove authenticity.

As you might expect, younger generations are generally more open to experimenting with AI. They grew up adapting to evolving technology, while older demographics tend to take a cautious approach. At least 42% of Gen X and 56% of baby boomers are resistant to AI adoption, according to Ranstad.

Industry matters as well. While AI adoption may be easy in the entertainment industry for its ability to trim costs and create a personalized experience for consumers, earning trust is more challenging in the healthcare and finance sectors, where privacy concerns are an issue.

Align Marketing and Audience Expectations

The general recommendation to brands to stay ahead of the curve is to align their marketing with consumer expectations. Here’s how:

• Share how data is collected, stored and applied.
• Use AI analytics to guide tone, timing and targeting, but let people write the narrative.
• Monitor consumer feedback and adjust messaging accordingly.

TriMark Blends Tech With Humanity

Walking the tightrope of advancing technology and customer sentiment requires careful strategy.

TriMark Digital stays at the forefront by using AI as a powerful tool to uncover insights, streamline processes and spark ideas.

At the same time, we never lose sight of the human creativity and authenticity that make marketing resonate. By blending smart technology with genuine storytelling, we help our clients build trust, deepen connections and stand out where it matters most.

Everything that goes out the door is human-reviewed, refined and aligned with brand tone. We created an AI Content Policy to establish clear guidelines and provide clients with peace of mind.