Meltwater and YouGov Release Global Report on Consumer Perception of Generative AI
New research highlights consumers’ desire for brands to lead with transparency - strengthening credibility and deepening audience trust
Nearly 9 in 10 Australians want stronger AI regulation as scepticism rises
Meltwater, a global leader in media, social, and consumer intelligence, and YouGov, the international research and data analytics group, today released Trust in the Age of Generative AI , a new report exploring how the rapid rise of AI-generated video, audio, images and text is shaping consumer trust in brands and content. The study analysed consumer attitudes toward generative AI (GenAI) and the media environments influencing those perceptions, offering insights for brands navigating this emerging landscape.
As GenAI becomes more integrated into marketing and communications, the report’s findings reveal a pivotal moment for brands, not only in how they adopt AI, but in how it redefines their approach to building trust with audiences. Drawing on insights from nearly 10,000 consumers across seven global markets, including Australia, the research explores what the expectations are around transparency, authenticity, and credibility as AI adoption increases.
Rather than signaling risk alone, the findings also point to a meaningful opportunity: consumers want brands to be transparent, intentional, and audience-first in their use of AI - and those that are could differentiate themselves and build stronger, more trusted relationships with their audiences.
Australians are among the most cautious globally when it comes to AI-generated content, with nearly nine in ten (89%) calling for stronger government regulation around its usage and disclosure, and 86% stating it is important for brands to explicitly label AI-generated content.
Key Australian findings from the report include:
A clear path to trust: 86% of Australian consumers say AI-generated content should be disclosed, signaling a strong opportunity for brands to lead with transparency.
Closing the trust gap through intention: While 29% say they would trust brands less if content is AI-generated, 22% would trust them more. However, 62% say misleading or deceptive AI content would negatively impact trust - highlighting the importance of how AI is used and communicated.
Skepticism outweighs excitement: While40% of Australians are excited about AI, nearly half (49%) disagree.
AI awareness is rising: 64% of Australians believe they can identify AI-generated content – above the global average of 58%, - yet 88% are concerned they won’t be able to tell what is real or what is fabricated by AI.
Misinformation is a key concern: 73% are concerned about misinformation, and 67% (over two thirds) don’t find the use of generative AI acceptable in news reporting - creating space for brands to stand out as trusted, reliable sources.
Context matters: Globally, acceptance of AI is higher in entertainment (53%) and advertising (47%), but very low in news (21%) and influencer content (28%).
Driving the conversation: Globally, most high-impact conversations around AI are driven by individual creators on social media (92% of top posts), rather than traditional news media (8%).
AI video leads engagement and growth: Globally, posts referencing AI video tripled and engagement surged (557%) from March ’25 to Feb ’26, outperforming other formats in positive sentiment and engagement.
“As awareness of generative AI grows, trust is not disappearing, but becoming increasingly conditional,” said Ross Candido, VP ANZ at Meltwater. “Australians are setting a high bar, with clear expectations for transparency and accountability. At a time when trust is in decline, brands are under increasing pressure to be more transparent and intentional in how they use AI in content and communications - but for those that get it right, that transparency creates an opportunity to build trust with their audience, a currency that is increasingly hard to earn.”
“Generative AI has moved from novelty to normality at remarkable speed,” said Andrew Farmer, Global Head of PR and Editorial at YouGov. “PR and brand professionals now operate in a landscape where the line between human and machine-generated content is increasingly blurred. It is important for comms teams and brand insight analysts to understand how Generative AI is shaping how audiences interpret authenticity, credibility and trust. YouGov’s data suggests that ultimately, the brands that succeed in the generative era may not simply be those that adopt AI fastest, but those that earn and maintain the trust of the audiences they serve.”
To download the full report, visit: https://www.meltwater.com/en/resources/you-gov-public-perception-ai-generated-content
Ross Candido - VP ANZ at Meltwater
About Meltwater
Meltwater empowers companies with a suite of solutions that spans media, social and consumer intelligence. By analyzing ~1 billion pieces of content each day and transforming them into vital insights, Meltwater unlocks the competitive edge needed to drive results. With 27,000 global customers, 50 offices across six continents, and 2,200 employees, Meltwater is the industry partner of choice for global brands making an impact. Learn more at meltwater.com.
About YouGov
YouGov is a global research data and analytics group. Our mission is to offer unparalleled insight into what the world really thinks and does. With operations in the US, the Americas, Europe, the Middle East, India and Asia Pacific, we have one of the world’s largest research networks.
Above all, YouGov is powered by reality. That stems from a unique panel of millions of registered members across 64 markets, encapsulating some 18 million shopping trips and millions of interconnected data points. Our unique approach to recruiting and engaging with our panel, combined with our state-of-the-art technology platforms, enables us to deliver real-world, real-time insights that lead to better decision-making and a competitive advantage for our clients.
As innovators and pioneers of online market research, we have a strong reputation as a trusted source of accurate data and insights. Testament to this, YouGov data is regularly referenced by the global press, and we are consistently one of the most quoted market research sources in the world.
YouGov/Research Reality
For further information, visit yougov.com
As seen in:
eCommerceNews Australia https://ecommercenews.com.au/story/australians-demand-ai-labelling-as-trust-concerns-grow
FutureFive Australia https://futurefive.com.au/story/australians-demand-ai-labelling-as-trust-concerns-grow