A new report from YouGov and Meltwater reveals that 86% of Canadians say AI-generated content should be disclosed, highlighting a strong expectation for transparency as generative AI becomes more embedded in marketing and communications.
The report, Trust in the Age of Generative AI, draws on insights from nearly 10,000 consumers across seven global markets, including Canada, and examines how the rapid rise of AI-generated content across video, audio, images, and text is shaping perceptions of authenticity, credibility and trust.
While generative AI presents new opportunities for brands, the findings suggest that how AI is used and communicated will be critical to maintaining trust, with Canadians placing strong emphasis on transparency, accountability, and authenticity.
Key Canadian findings from the report include:
- 84% say they are concerned about the future of AI in everyday life
- 86% worry they may not be able to distinguish between real and AI-generated content
- 66% believe they can identify AI-generated content
- 51% of Canadians say that are not excited about AI, compared to 39% who are
- 57% say their trust would be reduced if brands used AI-generated content without clearly disclosing it
- 71% say AI-generated content feels less authentic than human-created content, and 76% say it feels less personal
- 52% are less likely to engage with social media posts, and 42% are less likely to engage with advertisements, if they know the content is AI-generated
- For brand storytelling, 51% prefer content created entirely by humans, compared to just 3% who prefer mostly AI-generated content
About the report
The findings are based on a global study of nearly 10,000 consumers across seven markets, exploring attitudes toward generative AI and its impact on trust, media consumption, and brand perception.
Download the full report here.
Like this:
Like Loading...
Related
This entry was posted on April 21, 2026 at 11:09 am and is filed under Commentary with tags Meltwater, YouGov. You can follow any responses to this entry through the RSS 2.0 feed.
You can leave a response, or trackback from your own site.
86% of Canadians say AI-generated content should be disclosed, new YouGov and Meltwater report finds
A new report from YouGov and Meltwater reveals that 86% of Canadians say AI-generated content should be disclosed, highlighting a strong expectation for transparency as generative AI becomes more embedded in marketing and communications.
The report, Trust in the Age of Generative AI, draws on insights from nearly 10,000 consumers across seven global markets, including Canada, and examines how the rapid rise of AI-generated content across video, audio, images, and text is shaping perceptions of authenticity, credibility and trust.
While generative AI presents new opportunities for brands, the findings suggest that how AI is used and communicated will be critical to maintaining trust, with Canadians placing strong emphasis on transparency, accountability, and authenticity.
Key Canadian findings from the report include:
About the report
The findings are based on a global study of nearly 10,000 consumers across seven markets, exploring attitudes toward generative AI and its impact on trust, media consumption, and brand perception.
Download the full report here.
Share this:
Like this:
Related
This entry was posted on April 21, 2026 at 11:09 am and is filed under Commentary with tags Meltwater, YouGov. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.