93% of consumers say it matters that brand communications feel like they came from a real person
Clutch released new research on how consumers perceive and respond to branding in an AI-saturated landscape, revealing a clear consumer preference for what feels genuinely human.
The survey of 408 U.S. consumers finds that 93% say it matters that a brand’s communications feel like they came from a real person, and 55% view a brand less favorably once they can tell AI produced the creative.
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“Consumers are sending a clear signal: they want to know there’s a real person behind the brand,” said Anna Peck, Clutch analyst. “AI can help scale content, but it can’t replicate the trust that comes from visible human presence. The brands that make real people a central part of their story are the ones earning loyalty right now.”
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Key findings include:
- Human signals matter. 93% of consumers say it matters that brand communications feel like they came from a real person, and 55% view a brand less favorably once they can tell AI produced the creative.
- Human craft earns favorability. 78% feel more favorable toward a brand when visuals are hand-illustrated, while 55% feel less favorable when visuals are disclosed as AI-generated.
- Unfiltered builds trust. 68% say they would trust a brand more if it published testimonials that included critical reviews.
- Imperfection builds connection. 47% say branded content feels more authentic and likable when a speaker goes off-script.
