In a development that will surprise absolutely no one who has ever used the internet, a new reportfrom Emplifi finds that consumers prefer brands that feel real. Not “AI-generated intern wrote this in 12 seconds” real, but actual, believable, human-adjacent real.
Surveying more than 1,600 consumers across the United States and United Kingdom with research partner Alchemer, the company discovered that authenticity isn’t just a vibe, it is a revenue lever. About 93% of respondents say authentic engagement builds trust, and 85% claim they will pay more for it.