Americans Distrust AI in Advertising, New Poll Finds

A majority of consumers express skepticism toward products marketed with AI-generated images.

Updated on Oct. 21, 2026 in Artificial Intelligence

Isometric editorial illustration showing a single, solid grey cube on a flat desert surface, symbolizing skepticism toward digital marketing. — A new Talker Research poll indicates that over half of American consumers distrust products advertised using AI-generated marketing imagery. AI Illustration. Upload story photo >

Live Poll

Do you plan to use AI tools for your holiday shopping this year?

A recent Talker Research poll of 2,000 U.S. consumers reveals that over half of Americans distrust products advertised using AI. Despite this skepticism, more than 50% of respondents plan to utilize AI tools for their upcoming holiday shopping.

Why it matters

The findings highlight a significant gap between consumer trust and the growing use of AI, as shoppers increasingly feel misled by AI-generated marketing content. However, interest in AI remains strong among those seeking better prices and product alternatives.

While 43% of respondents correctly identified fake AI photos, only 20% accurately identified real products enhanced by AI imaging. Consumers commonly verify these images using search tools like Deep AI or Sight Engine via drag and drop interfaces.

The players

Talker Research

This is a market research firm that provides data and insights on consumer trends and public opinion through surveys.

Walmart

This is a major American multinational retail corporation that operates a chain of hypermarkets, discount department stores, and grocery stores.

Amazon

This is a global technology company focusing on e-commerce, cloud computing, digital streaming, and artificial intelligence.

The details

Walmart and Amazon were identified as brands using misleading AI ads by 27% and 26% of respondents respectively, with 24% naming social media sites. Consumers remain wary of the technology despite its utility in streamlining the holiday shopping experience.

The survey results were released on October 21, 2026.
Consumers plan to use AI tools for the 2026 holiday shopping season.

The Tech Race

This polling data reflects a broader paradigm shift as retailers replace traditional photography with AI-generated assets to scale marketing efforts. The rise of AI-enhanced imaging represents an arms race where companies must balance high-efficiency content production with the risk of eroding consumer trust.

Consumers should remain vigilant when browsing online ads by cross-referencing product images using verification tools like Deep AI or Sight Engine. Using these platforms can help clarify whether a product image has been digitally altered before making a purchase.

The takeaway

Retailers must now navigate the challenge of maintaining consumer confidence while integrating AI into their advertising strategies. Shoppers can protect themselves by using AI-detection tools to confirm the authenticity of product imagery during high-volume shopping periods.