Emplifi Report: 93% of Consumers Say Authentic Engagement Is Key to Building Brand Trust

entity[“company”,”Emplifi”,”AI-powered social media marketing platform”] has released its latest report, “Digital Authenticity in the Age of AI,” revealing that authenticity remains a critical driver of consumer trust, even as artificial intelligence becomes more deeply embedded in marketing and customer care.

Conducted in partnership with entity[“company”,”Alchemer”,”customer experience and feedback platform”], the study surveyed more than 1,600 consumers across the U.S. and UK to examine how audiences perceive brand authenticity in an AI-driven digital landscape.

The findings underscore a clear message: consumers reward brands that feel genuine. According to the report, 93% of respondents said authentic engagement builds trust, while 85% indicated they are willing to pay more for brands they perceive as authentic. However, the risks of failing to meet these expectations are equally significant—over half of consumers said they would stop purchasing from a brand following an inauthentic experience, and one in three would leave a negative review.

Authenticity is increasingly shaped by external validation. The report found that 66% of consumers rely on search engine results to assess brand credibility, while 63% trust user-generated content, highlighting the growing importance of discoverability and peer influence in purchase decisions.

Customer care interactions also play a pivotal role. More than 90% of consumers expect brands to disclose the use of AI in marketing communications, while speed and responsiveness remain central to perceived authenticity. In customer service scenarios, 84% of respondents cited quick response times as a defining factor in delivering authentic brand experiences.

“Consumers are not against brands using AI—they simply expect transparency,” said entity[“people”,”Susan Ganeshan”,”CMO of Emplifi”]. “As brands scale AI-driven experiences, maintaining trust through clear communication and timely engagement becomes essential.”

The report arrives as AI adoption accelerates across marketing functions. Industry data from entity[“company”,”EMARKETER”,”market research company”] indicates that nearly half of marketers are already using AI for content creation, while entity[“company”,”Gartner”,”research and advisory firm”] predicts that agentic AI could autonomously resolve up to 80% of common customer service inquiries within the next three years.

Emplifi’s research also highlights evolving consumer behavior in product discovery. For purchases exceeding $500, 56% of respondents reported visiting three or more websites before making a decision, reflecting a growing emphasis on trust validation. For lower-cost purchases under $20, consumers are more likely to begin their research on online marketplaces and brand websites.

As AI continues to reshape customer engagement, the report emphasizes that authenticity—defined by transparency, responsiveness, and consistency—will remain a cornerstone of successful brand strategy.