• by Maarten Albarda , Featured Contributor, over 1 hour ago

The current state of AI in the eyes of consumers is a great example of what researchers know as the “Say-Do” Gap. If you ask a consumer what they want in a fast-food menu, they’ll advocate for salads and low-calorie wraps. But when they’re actually at the drive-through window, they’re ordering a double bacon cheeseburger with fries. They aren’t lying to you; they’re just describing their aspirational self rather than their functional self, the person who is hungry and tired.

We’re seeing the exact same pattern with AI today. A consumer will participate in a survey and check every box expressing "concern" over AI privacy and "disgust" at AI-generated content. Five minutes later, that same person is using a "magic eraser" tool to scrub a stranger out of their vacation photo or asking a chatbot to write a sales pitch email. Their sentiment is a performance of their values, but their behavior is a surrender to utility.

Net favorability for AI “anything” is sitting at around -20, which, for context, is lower than most polarizing political figures. People are vocal about their concerns regarding job security, "AI slop" in their feeds, and the general creepiness of a non-human trying to sell them a cheeseburger.

Half of U.S. consumers say they would rather buy from brands that don't use generative AI in their ads or messaging. "Made by humans" is quickly becoming the new "organic" or "non-GMO" label. It’s a badge of quality, a sign of ethics, and — most importantly — a signal of trust.

But at the same time, nearly 53% of Americans are using AI regularly in their daily lives. What people say in a survey is their aspirational self doing the talking. What they *do* is their functional self. Operationally, it appears that the anti-AI  sentiment isn't necessarily a rejection of the technology; it’s a rejection of misaligned application.

Examples? Shopping-related AI use grew by 35% in 2025. Why? Because it’s convenient. People say they hate "AI ads," but they love a tool that tells them which smartwatch to buy based on their specific workout routine. Consumers report that GenAI actually increases their confidence in purchase decisions because it feels more "objective" than a biased influencer or a cluttered search page. Consumers are increasingly treating AI as a "knowledgeable guide." They say it "talks to them" like the smartest person in the room.

The mistake some brands have made, like panned ads by Coca-Cola or McDonald's, is making AI the main event of the story. When you lead with "Look at this cool thing we made with AI!,” you’re inviting a trust audit that you’re probably going to lose.

But when you use AI to make the customer's life 10% easier, 20% faster, or 100% more personalized... they don't just tolerate it, they might be lovin’ it.  

My advice? Stop trying to sell the "magic" of AI. It’s not magic anymore; it’s a utility. Use it to solve problems in the background while keeping your brand's face and voice unmistakably human. The "Made by Humans" movement isn't a desire to ban the tech; it's a demand for human ownership.

In the end, consumers will forgive you for using a machine to help them — as long as you don't ask them to fall in love with the machine.