A new WordPress VIP report shows a growing tension in digital discovery: brands want to appear in AI-driven search, while consumers remain cautious about how those answers are presented.
The survey found that 60% of U.S. consumers feel turned off when brands highlight "AI" in their messaging. Even more notably, 86% said they do not fully trust AI and still prefer to check original sources themselves.
Trust appears to hinge on transparency. According to the findings, 42% of respondents trust unattributed AI-generated answers less than airline fees, privacy policies, and medical bills. Nearly three in four also said the internet feels less human than it did a decade ago.
The report, based on a survey of 2,000 people including enterprise decision-makers and U.S. adults, suggests that companies are entering a new phase of digital strategy. Visibility in AI search engines is becoming more important, but so is preserving a human voice and clear sourcing.
Brian Alvey, CTO of WordPress VIP, said websites now need to be understandable not only for people, but also for AI systems that act on their behalf. At the same time, consumers still want content that feels authentic and easy to verify.
On the business side, the shift is already visible: 60% of enterprise respondents said traffic from AI search and answer platforms increased over the past year, while 74% called AI discoverability and attribution a major priority.
The broader message is clear: the next stage of the web will likely reward brands that balance machine readability with human trust, shaping a more transparent digital future.