Gen Z Considers AI Brands Despite Persistent Trust Gap

Image credit: Search Engine Journal

WASHINGTON — U.S. Gen Z adults are increasingly considering artificial intelligence platforms like Claude and OpenAI as consumer brands, despite persistent low trust in AI for factual information, a new report indicated.

Consideration scores for AI brands surged among the demographic in the second quarter of 2026, according to data released by YouGov, highlighting a growing awareness that has yet to translate into widespread confidence in AI accuracy.

Anthropic’s Claude saw its Consideration score among U.S. Gen Z adults nearly double to 28.1 percent, marking the highest increase of any brand tracked by YouGov. OpenAI’s score also more than doubled to 22.1 percent in the same period, YouGov reported.

Despite this rise in brand consideration, only 28 percent of U.S. consumers trust AI assistants for factual answers, according to research from Pew Research. This contrasts sharply with traditional search engines, which commanded 70 percent trust, and navigation applications.

Reuben Staines, a research director at YouGov, noted that the data suggests AI brands are effectively building awareness and consideration, but the challenge now lies in fostering trust. He added that the gap between brand recognition and user confidence in factual accuracy is significant for AI companies.

For comparison, Johnnie Walker topped YouGov’s overall Gen Z Consideration ranking, with its score rising from 7.5 percent to 20.0 percent among those of legal drinking age. This increase was attributed to traditional brand-building strategies.

Michael Dimock, president of Pew Research, previously stated that public skepticism about AI’s reliability for information remains a key hurdle for broader adoption. He indicated that users often perceive AI as a tool for convenience rather than an authoritative source of truth.

The YouGov report suggested that brand-building efforts through broad-channel paid media and seasonal sales proved effective in increasing consumer consideration for established brands such as Johnnie Walker and REI. AI brands appear to be adopting similar strategies to reach younger audiences.

The growing consideration of AI brands by Gen Z indicates a shift in how this demographic perceives technology companies, treating them more akin to mainstream consumer product brands. However, the underlying issue of trust in the accuracy of AI-generated information continues to be a barrier.

Source: Search Engine Journal