Consumers Can Spot AI Videos — And It Can Hurt Brand Trust
A study from Animoto found that 36% of consumers say seeing AI videos lowers their trust in a brand.
As artificial intelligence becomes deeply embedded in marketing workflows, a new report suggests brands may be moving faster than consumer trust can keep up.
Animoto’s 2026 State of Video Report reveals that 83% of U.S. consumers believe they can identify AI-generated videos, and 36% say seeing AI videos lowers their trust in a brand. The findings highlight a growing tension between efficiency-driven AI adoption and audiences’ desire for authenticity.
According to the report, consumers most often cite robotic gestures (67%), unnatural voices (55%) and a lack of emotional tone (51%) as the telltale signs that a video was created using AI. While AI-generated content isn’t universally rejected — more than a third of consumers say they trust it just as much as human-made video — the margin for error remains slim.
“Video has become the heartbeat of modern marketing, helping people learn, shop, and connect with brands,” said Beth Forester, CEO of Animoto. “With the rise of AI, marketers can supercharge how they create and scale video, but they also risk eroding the authenticity that builds trust.”
The stakes are high. Video is now the most influential content format for consumers: 82% say it’s the most memorable and 86% prefer to learn about brands through video. Even more important is that 83% of consumers report they’ve made a purchase after watching a brand video.
When it comes to what people actually want from brand videos, feeling personal and authentic ranked as the most important quality (43%), and 68% of consumers say they prefer videos featuring real people. Attention spans are also tightening, as 61% favor videos under one minute, while only 5% want content longer than two minutes.
The takeaway for brands is clear: AI can be a powerful tool, but authenticity remains paramount. As consumers become more adept at recognizing AI content, brands that rely too heavily on it risk undermining the trust video is meant to build.
For more insights around AI and video, check out Animoto’s full report here.