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Only 32% of consumers use AI to research brands and 23% trust its recommendations

TechnologyInternationalEl Colombiano35 s readAI summary
Image: El Colombiano

Kantar's Media Reactions 2026 report found that 62% of marketing leaders expect generative AI to play a decisive role in brand recommendations, while only 32% of consumers use these tools to research brands and products and just 23% trust their recommendations. The study also records lower advertiser confidence in their strategies: 50% consider their balance between brand building and performance marketing adequate, down from 60% in 2025.

In 35 seconds

  • 62% of marketing leaders expect generative AI to be decisive in brand recommendations.
  • 32% of consumers use AI to research brands and products; 23% trust its recommendations.
  • Only 50% of advertisers see an adequate balance between brand building and performance marketing, down from 60% in 2025.
Read the full story at El Colombiano

IASummary generated by artificial intelligence from a story by El Colombiano. It may contain errors: the original source prevails.

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