WARC’s Consumer Trends report illustrates how AI content is received in digital spaces.
Consumers are pushing back against AI, and trends are being reshaped by uncertainty as comfort is becoming increasingly important in the face of geopolitical conflict and financial fatigue, new research has revealed.
Concerns over ethical use and quality are fuelling strong resistance to AI generated content, according to WARC’s Consumer Trends report.
Audiences would overwhelmingly support clear disclosures for AI-generated content, with 78% believing this is very or extremely important.
This does vary depending on the sensitivity of the industry. For example, 62% believe labelling is important in healthcare information, followed by political content (59%), legal documents (57%), and news articles (56%) – although just 35% believe that AI generated art must be labelled as such.
That being said, the vast majority of consumers (85%) believe artwork made by humans is more meaningful, outlining the shift in among the public to reject artificially created content.
Deeper concerns over social
Consumer concerns surrounding the use of social media and digital platforms for teenagers and children are also on the rise, especially with countries like Australia and Greece implementing social media platform bans for young people (although this was rejected by MPs in the UK).
Even with those who don’t support a full ban, there is a growing appetite for some restrictive measures, such as age verification for social media (51%), a cap on children’s screen time (48%), and increased parental controls (48%).
In-home restriction isn’t the only type of regulation proposed, either. There is an increase in calls for large scale regulation, especially given that social media platforms like Meta and TikTok have been accused of risking user safety to fuel algorithms.
As such, some consumers would like to see platform-wide restrictions on addictive features (39%), as well as government regulation for child safety online (37%), and even an outright ban on digital advertising to children (31%).
Consumer spending trends
WARC’s report also showed half (50%) of consumers see financial stress as the largest factor in their unhappiness, which is reflected in their spending habits. And nearly a third (33%) are either cutting back or saving on expenses thanks to job market conditions, instead choosing to spend less with trusted brands, prioritising comfort.
“Consumer sentiment in 2026 remains fragile, shaped by financial pressures, geopolitical turbulence, and a growing need for escape, with spend shifting to small comforts that bring joy,” said Stephanie Siew, senior research executive, WARC.
“Brands that forge emotional connections will thrive, but must navigate rising scrutiny on technology, authenticity, and trust to make a meaningful impact.”
